• Lucozade wanted to engage young men who watch TV but not ads
• Integration with a TV sponsorship extended its message to online, mobile and iTV
• Interaction is high via the red button with extra content proving a regular draw

The challenge
Lucozade Energy wanted to engage with its consumers, the sort of young men who marketers traditionally find hard to reach.
Research indicated this target group are active media consumers, choosing when, how and what content they like – especially TV content - yet they tend to avoid up to 80% of TV adverts.
Lucozade Energy identified Bad Lads Army on ITV as a programme (or content) that was of key interest to young men and matched the brand promise of energy for every day occasions.
The show features a group of wayward young men being pushed hard as they attempt to complete an extreme course designed by the army during the era of national service. It ran from July 11 to August 29 on ITV 1.
The media challenge was to build a relevant message in to the content that the target audience would want to see, given their natural avoidance of traditional commercial messages.

The TV solution
The solution was to extend the association across every conceivable platform, offering extra content online as well as games and prizes to get them engaged with the show and Lucozade Energy.
Thus as well as broadcast sponsorships on ITV 1 and repeats on ITV 2, activity encompassed red button interactivity, mobile interactive break bumpers, viral game, a WAP site and sponsorship of the Bad Lads Army microsite.
The range of activity represents the first time that sponsorship has been extended to include all the interactive platforms now offered by ITV.

Results
The mixed channel strategy proved highly effective with the interactive elements of the TV activity generating a strong response. Average ratings for the ITV 1 screenings were more than 3m adults and 355,000 men aged 16-34.
More than 5m consumers – over a third of viewers - were aware of the red button service on Bad Lads Army and more than 800,000 used the service.
Frequency of interaction was also high with 15% of those questioned having used the service in the last week. Almost 25% went into the red button area during or after every or nearly every programme.
Of the content on offer the unseen footage proved most popular with dwell times of up to five minutes.
The mobile bumpers, which were designed to get consumers to text in a keyword to get a link to a WAP site attracted 5,600 responses with more than 16,000 page impressions recorded over the eight week campaign.
The online activity attracted 76,301 visits and more than half a million page views, with consumers averaging a six minute plus stay.