Friday 28th November, Knit and TRO scooped the prestigious Innovation Award at the Eventia Awards - London Park Lane Hilton.
Knit and TRO won the award for their creative technology work at the Lucozade Sport Conditions Zone - a football pitch housed in a large bespoke structure in Canary Wharf which controlled the temperature and humidity to match that of Manaus in Brazil where England played their first game at the World Cup 2014. The judges were looking for outstanding innovation in live event content or support technology.
The Lucozade Sport branded experience was designed to demonstrate the effect of hydration and sweat loss on performance during a football game, and uses creative technology, innovation, personalisation and social sharing to enhance each players’ experience.
The campaign was developed by brand experience agency TRO, and Knit developed the creative technology which includes a dedicated mobile app, RFID social sharing, a mobile responsive booking portal website and integrated email campaign.
On arrival at the Lucozade Sport Conditions Zone, each player is given an RFID wristband to personalise and share their whole experience and enable them to easily retrieve their performance analysis at the end. Dedicated Sports Scientists use Android applications on tablets to record weight loss, take photos of the players, and measure their heart rate and hydration levels.
A referee uses an app on a mobile phone to start the game. From the app, the referee can manage scores and select players that score or receive red or yellow cards. The Sports Scientists will enter each player’s post match performance data into the tablet and on a large score board.
After the game, players simply scan their RFID wristbands and they share their performance with their friends and colleagues on social media which increases the impact of Lucozade Sport’s innovative campaign.
The experience is completed with a personalised email with a link to the mobile responsive Lucozade Sport website which enables each player to see a deeper view of performance and the effects of hydration.
Over 1400 people played in the Lucozade Sport Conditions Zone, and thanks to the Facebook social sharing using RFID, we estimate that over the course of the campaign, Facebook impressions reached over 250,000 people. The campaign attracted a mass of press coverage including features on primetime television and national newspapers.
Nick Thompson, founding partner explains what this means for the agency, “It was fantastic for us to be involved from the initial creative technology strategy through to execution on such a high profile integrated campaign. In over 20 years in the industry, it’s the most technically complex project that I’ve had the pleasure of working on. All the team were involved in some way, we all pulled together brilliantly and all the hard work and effort paid off. It was a genuine team effort and I’m very proud of what we managed to achieve.”