GlaxoSmithKline launched an in-club campaign on the Health Club Channel this summer to promote Lucozade Hydro Active to Fitness First and LA Fitness members. Grand Visual produced two separate 30 second commercials for the campaign, featuring personal endorsements of the product by expert FitPro Trainer’s.
The campaign was booked by Mediacom and aired on Boomerang’s Health Club Channel for 3 months during May, June and July. The pre and post stage evaluation research conducted by Dipsticks shows unprompted brand awareness of the Lucozade Hydro Active brand increased significantly after the campaign, from 26%(pre) to 46%(post).
When prompted over half of all respondents were aware of the brand post campaign. Sales of Lucozade Hydro Active through in-club vending machines also saw significant uplifts for the period.
Danielle Blanchard, Brand Manager, Lucozade Hydro Active commented:
“The Health Club Channel provides an ideal platform for delivering Hydro Active’s core messages. Grand Visual’s creative executions allow the Fit Pro Trainer testimonial to be articulated directly to gym-goers in a relevant and persuasive way reinforcing the need to stay hydrated whilst adding credibility to the brand’s key attributes. The significant increases in both brand awareness and in-club sales corroborate these findings.”
Jill Lee, Group Head Health Club Channel commented:
“The campaign was a great success. What better outcome than being able to meet all the campaign objectives, including educating the audience on the importance of hydration, driving unprompted brand re-call and increasing tangible sales? The gym chains, GSK and Mediacom are all very happy and we are already in discussions for 08 planning.”
Neil Morris, Managing Director at Grand Visual commented:
“The results bare out the effectiveness of appropriate content tailored to the audience frame of mind. Video is the ideal medium for a informative messages regarding hydration and the science behind the drink. Print or audio cannot deliver that depth of communication.”