GSK (Ireland) – Get In the Zone
Campaign Title Get In the ZoneBrand GSKCategory A3 Beverages Non-alcoholicMedal GoldAgency Ogilvy One
SUMMARY
The aim was to create a virtual 'Energy Zone', using new mobile location-based technology to win prizes ranging from a CD to a Smart Roadster. By texting the unique URN from a bottle of Lucozade Energy along with the name of your town, the code became valid for 24 hours (see Figure 1).
CHALLENGES
Although Lucozade is Ireland's number one energy drink it was under pressure...