Lucozada Sport Gets Commuters ‘Wait Training’ with Experiential Marketing Campaign

As part of a nationwide campaign to get millions of people moving by 2020, Lucozade Sport owner Suntory launched the ‘Wait Training’ campaign in 2016 at a bus stop in Manchester, UK.

The unique campaign involved a live stream video which was displayed on one wall of the bus stop's seating area. Commuters were approached by a trainer through the screen who encouraged them to exercise while waiting. The fun workouts were designed with all abilities in mind so that anyone young or old could join in.

As people worked out, sessions were streamed live for the nation to watch. This campaign was impactful because it was a fun and innovative idea, which surprised participants who were actually at the bus station and inspired far more people through the sharing of the video. It successfully promoted a more active lifestyle and raised brand awareness while positively associating the brand with improved health.