26/04/2017

Anthony Joshua Fronts Lucozade Sport’s Health Credentials #MadeToMove Campaign Before Big Fight

To bring to life its belief that consumers now expect brands, as well as governments, to help them be more active, Lucozade Sport is leveraging its tie-up with Anthony Joshua with a new phase of its ‘Made To Move’ campaign.

 

In the week ahead of the British heavyweight boxer’s world title fight against Wladimir Klitschko at a 90,000-capacity sold-out Wembley on 29 April, Joshua stars in a piece of brand-led storytelling revolving around his own life.

 

The campaign is led by a flagship, bio-style short film ‘Anthony Joshua | Made To Move’ which launched in mid April on digital and social and will air on Sky Sports immediately ahead of the fight.

 

It tells the tale of his life to date.

 

Its starts back in Watford in 1989 when Joshua was born, moves on to his teenage years, getting into trouble with the police, finding work and training to become a professional boxer.

 

 

With music by The Antlers and focusing on the idea that’Nobody Ever Moved Forward Standing Still’, the film was first posted on the brand’s YouTube channel on 17 April and then evolved across Lucozade’s digital sites and social channels with pieces linked by the hashtag #MadeToMove.

 

As well as featuring front and centre on the drinks home page, this wave of work spanned Twitter,

 

 

Facebook,

 

 

and Instagram.

 

From Watford to Wembley… @anthony_joshua #MadeToMove #JoshuaKlitschko

A post shared by Lucozade Sport (@lucozadesport) on

 

The campaign also includes a parallel ticket competition: which invites fans to post their own 30-seconds of shadowboxing with the hashtag #MoveWithAJ for a chance to win tickets (the entry deadline is 5pm on 26 April).

 

 

This initiative was developed with creative agency Grey London and aims to inspire more people to take up exercise.

 

This phase of the campaign builds on Joshua’s previous work for the sports drink brand after initially teaming up with Lucozade Sport in June 2016 to push its ’Summer of Movement Campaign’ with FitBit.

 

 

‘I’m not usually one to look back but I liked the concept for the short film. It has been a real journey from growing up in Watford to fighting at Wembley Stadium,’ says Joshua.

 

‘Everything in between; all the things I have done and all the people that have supported me, have made me who I am today and this film illustrates that. I am excited to share my journey with my fans and I hope that it inspires the hunger in others.’

 

Activative Comment:

 

We think this is an effective piece of branded content and storytelling and is amongst the brand’s best work in recent years.

 

According to Mongoose S&E PR director Jo Long-Pockett, who is promoting the campaign, the core spot and linked campaign has generated “About nine million [social] views so far and that’s not including the views where the video has been embedded in media articles” and it is also driving interest in the boxer’s back story which has led to organic media content growing around the brand’s film.

 

This campaign also dovetails with Lucozade Sport’s official partner activation around the London Marathon – which also featured Joshua (see case study).

 

From boxing insiders and fans to the media (and Joshua himself), many fights fans are hoping and claiming that a Joshua victory will see something of a return to the glory days of professional boxing with a fighter and a personality at the tip of the pyramid with genuinely mass market, global appeal.

 

Indeed, Lucozade isn’t Joshua’s only commercial partner hoping the fans and the media are correct.

 

Other partner brands running campaigns featuring Joshua as an endorser ahead of the big fight.

 

 

include Beats,

 

 

 

Lynx,

 

 

LandRover,

 

 

William Hill,

 

 

Altitude Mask,

 

 

and his sports apparel brand partner Under Armour.

 

 

 

Many of these initiatives run on both the brand’s channels and Joshua’s own platform which are building impressive follower metrics: his Facebook page has 1.5 million likes, his Instagram feed has 2.2 million followers and his Twitter feed boasts 900,000 followers.

 

Links:

 

Lucozade Sport

https://www.youtube.com/user/lucozade

https://twitter.com/lucozadesport

https://www.facebook.com/LucozadeSport

https://www.instagram.com/lucozadesport/

https://www.lucozadesport.com/

 

Grey London

http://grey.com/london

 

Anthony Joshua

https://www.ajboxing.com/

https://twitter.com/anthonyfjoshua

https://www.instagram.com/anthony_joshua/

https://www.facebook.com/anthonyjoshuaboxer/



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