Lucozade Suntory Ireland: Conversion Challenge

This case study describes how Lucozade, the global sports drink brand, leveraged its sponsorship of the Irish Rugby team during the 2015 6 Nations campaign, and involved fans as the '16th player' by testing their conversion skill.

Conversion Challenge

Campaign details

Brand: Lucozade Suntory IrelandAgency: Havas Worldwide DublinCountry: Ireland

Background

The Sports drinks category had been declining significantly since 2013 in Ireland. Lucozade Sport, however, remained Ireland's number one sports drink, and maintained a strong association to sports.

Lucozade Sport briefed us to create an engaging campaign, highlighting and strengthening their sponsorship relationship with the IRFU and the Irish Rugby Team during the 2015 RBS 6 Nations Rugby Championship. As a second tier sponsor of the competition, the challenge was to create a highly impactful event in a short time frame, and...

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