Lucozade Sport Kit-Out Project: Revolutionising Consumer Engagement with a Unified Digital System

The Lucozade Sport Kit-Out Project, powered by Holograph, has transformed consumer interaction through a seamless digital campaign. By collaborating with multiple stakeholders, the project successfully promoted sales, increased brand advocacy, and gathered crucial consumer data. Objective To create an On Pack Offer (OPO) mechanic that met diverse stakeholder needs, enhancing consumer engagement while driving brand awareness and sales.

Holograph’s Role Holograph’s contributions included: • Developing a tailored customer-facing interface for users to input and store codes via a website and app • Creating an Organizer user dashboard for individuals or teams to add codes to a shared space, facilitating collective code input for equipment or bespoke sports kits • Designing a Holograph Fulfilment interface to streamline communication between LRS Consumer Care and third-party suppliers • Implementing automated emails, storing data in the CRM, and sharing insights through reporting dashboards • Providing real-time reporting tools and flexible live campaign dashboards for data assessment and campaign evaluation

Partners Involved • Holograph • Lucozade Sport • Kukri • Multiple supporting agencies Key Metrics: • Over 400k Codes Entered: Significant consumer participation • More Than 21k Kit-Out Accounts Created: High engagement and account creation • Up to 30k Codes Added in a Single Hour: Demonstrates peak user activity and system capability • 385k Visits: High traffic, with 70% of all codes entered coming from special Rugby World Cup bottles

Learnings: • Unified Systems Enhance Efficiency: A cohesive digital system can successfully manage complex campaigns involving multiple stakeholders. • Consumer Engagement Drives Success: Tailored interfaces and interactive dashboards significantly boost consumer participation and engagement. • Real-Time Data is Crucial: Real-time reporting and flexible dashboards enable quick response and support, ensuring smooth campaign operations. • Localised Compliance Matters: Adhering to various laws and licensing rules across different countries ensures the campaign’s legal and operational integrity. The Lucozade Sport Kit-Out Project exemplifies how strategic digital solutions can drive consumer engagement, brand awareness, and sales, while efficiently managing complex campaigns with multiple stakeholders.