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Lucozade Sport Conditions Zone

Grey & Mediacom joined forces to help Lucozade Sport demonstrate the impact Brazil’s extreme conditions have on performance with a unique, data fuelled, fan experience.

The build-up to the 2014 football world cup was dominated by debate over the impact Brazil’s tropical conditions would have on playing performance.

To demonstrate the importance of sports hydration in difficult conditions Grey London and Mediacom came together to help Lucozade Sport create ‘The Conditions Zone’ – a bespoke, state-of-the-art immersive experience in Canary Wharf, London that would replicate the playing conditions in Brazil.

The zone offered grassroots footballers and the world’s media, the chance to play 5-a-side football in the same conditions as England’s opening World Cup game in Manaus (average conditions of 32°C and 76% humidity).

Fuelled by innovative data capture & performance analysis technology that allowed football fans to analyse and share their stats in real time, the campaign resulted in 114 pieces of PR coverage in almost every national newspaper, 17 million broadcast reach including Good Morning Britain and BBC Sports and over 300,000 social engagements.

The campaign also won a Silver Lion at the Cannes Innovation & Data Lions in 2015.