To reiterate that humans are naturally "Made to Move," an idea that's central to the theme of its latest campaign, Lucozade decided to transform an ordinary bus stop into a place for commuters to partake in 'Wait Training.'
In Manchester, England, Lucozade challenged members of the general public to partake in a variety of fitness-related activities, guided by an on-screen trainer. Those who were up to take on the fun challenge were rewarded with drinks from the brand, such as its Sport Body Fuel or Low Cal beverages, which were dispensed directly through the bus shelter station.
With its Made to Move campaign, it is expected that Lucozade will expose about 16 million people between the ages of 16 and 34 to its mission to get people moving.
Workout Bus Shelters
Lucozade Turned a Bus Stop Shelter into an Active 'Wait Training' Station
Trend Themes
1. Wait Training - Transforming bus stops into active fitness stations to engage commuters in physical activities while they wait for their bus.
2. Interactive Advertising - Using interactive screens and engaging activities in bus shelters to promote brands and products to a large audience.
3. Experiential Marketing - Creating unique and immersive experiences at bus stops to connect with consumers and leave a lasting impression.
Industry Implications
1. Fitness - Opportunity for fitness companies to partner with public transportation agencies to promote physical activity in urban areas.
2. Advertising - Bus shelter advertising companies can incorporate interactive elements to attract more attention and increase brand engagement.
3. Beverage - Beverage companies can leverage bus shelter activations to create brand experiences and drive product trial among commuters.