As the nation went into lockdown, Lucozade Sport embarked on a mission. The aim was to keep the nation active whilst remaining relevant, credible and authentic. A conversation with a personal trainer sparked an idea about how the brand could support the thousands of personal trainers, coaches and instructors who were no longer able to do what they do best.
In the space of just two weeks and with the help of two-time heavyweight world champion, Anthony Joshua, Lucozade Sport launched the ‘Keep Us Moving’ initiative. At the heart of the campaign was an initial £100K Movement Fund that would support the fitness professionals through lockdown and the restrictions that were affecting their industry. We challenged them to send us a filmed 15-minute home workout showcasing their talent and expertise. Each successful applicant was then given the opportunity to shine on the Lucozade Sport social media channels when their workout went live, receiving £1K from the Movement Fund in the process.
A £100K fund, 20 weeks, 100 different coaches, 100 unique workouts, 1 active nation!
This campaign focused on strengthening Lucozade Sport’s involvement within the fitness industry whilst deploying a strategy aimed at producing varied content, featuring a diverse range of coaches and leveraging internal employee engagement. It was an inspiring campaign which leant upon the expertise and experience of Lucozade Sports’ design, brand, compliance teams and agencies to deliver something that became a passion project at a time of significant change for the whole business and its workforce.
