We were tasked with bringing to life the Lucozade Energy’s social energy platform around music in a credible, authentic way. The result was The YES List – a campaign harnessing the power of the artist’s creative energy for a radical take on an iconic bottle design. The campaign features seven limited edition bottles designed by some of the biggest names in British and American music led by UK rappers Plan B, Tinie Tempah and Wretch 32, together with Calvin Harris, White Lies, Kelis and Yasmin
Each of the seven designs saw the artist take a hands-on role in art directing their bottle design with the lead artists Plan B and Tine Tempah taking things a step further by using AR platform Aurasma. Exploiting an innovative feature of the technology, cylindrical mapping the Aurasma app’s interface recognises the 3D surface of the Lucozade Energy bottle and augments it with exclusive video content – an industry first. Once a smartphone equipped with the app is pointed at Plan B or Tinie Tempah’s limited edition bottle the design suddenly springs to life with the artist themselves directing fans to watch the ‘making of’ documentary with a simple touch of the screen.
The 2011 campaign has significantly driven incremental sales. Brand sales have enjoyed a 10% increase YOY with 50% of shoppers new to the Sports & Energy category. Specifically the Aurasma activity delivered over 20K interactions, fuelled only by the energy of Plan B and Tinie Tempah’s social media drive.