GlaxoSmithKline wanted to find a new way to push the energy boosting properties of its Lucozade Energy Drink to its core audience. They decided to capture the impact of the cinema medium and go one step further choosing to stage a series of live in-cinema-ads in multiplex cinemas

Key objectives of this campaign include: - Effectively target a youth audience - Create lasting impact by utilizing the 'element of surprise' - Reinrofce the energy boosting message

GlaxoSmithKline placed a series of live in-cinema-ads featuring actors playing a stuntman and a movie director in 10 UCI cinemas around the release of Spider-Man 2. The movie director is telling the stuntman to perform a dangerous stunt, and the stuntman refuses to do anything until he's had his energy boost from a bottle of Lucozade Energy. In addition to this, 6-sheet posters were placed in cinema foyers and cinema-goers were handed leaflets as they entered the auditorium.

There was great feedback from cinemagoers agreeing that the advert was very entertaining and original, and the recall achieved by this ad one month on was extremely high - 9 out of 10 people recalled the ad. 2/3 of respondents told someone else about the ad with 40% of those telling 5+ people. One month after exposure 6 out of 10 respondents purchased a bottle of Lucozade with 40% of these people agreeing that the live in-cinema-ad had had an influence on their purchase.

Testimonial: Chris Binns, Director, MediaCom UK: "The joy of cinema is the highly attentive, captive environment it has offered us as a brand. Having successfully tested screen time in 2003, we felt it was time to interrogate the opportunity to create increased impact for the "Can you cut it" promotion through experiential marketing. Cinema offered a fabulous environment to bring the stuntman element of the promotion to life and really drive cut through. The results speak for themselves."