Louder
Client Lucozade Sport Lite
Agency SapientNitro
Role Senior Creative Copywriter
The brief
Go beyond a standard ATL ad shoot to develop a wider content ecosystem for Lucozade Sport Lite’s launch.
A digital and social campaign that took people into the world of freestyle skater Candice Heiden and skateboarding legend Kilian Murphy through awesome content and strategic media buying.
We also ran a hugely successful viral social campaign that took ad soundtrack 'Louder' by DJ Fresh to the top of the UK charts, and created a party to celebrate of Ministry of Sound.
The response
My role
Developing integrated content strategy, including release of full-length track and video.
Storytelling across multiple channels – digital, social, experiential, eCRM and PR.
Wrote copy across all channels.
Working with art, design and events to oversee the delivery of the campaign.
Leading the creative and UX of digital assets.
The results
Made 'Louder' the most pre-ordered track on iTunes at the time.
Topped theUK chart with 25 million social-media driven plays of 'Louder'.
Boosted campaign longevity and engagement.
Awards
Winner, Best FMCG Brand
Marketing Week Engage Awards
Winner, Consumer Products Campaign
DADI Awards
Winner, Festival Communications
ICVA Awards
Commendation, Social Media Marketing
Lovie Awards
Finalist, Community Awards
BIMAs
Finalist, Multi-Platform Award commended
BIMAs
