Lucozade campaign syncs outdoor and radio advertising

In a UK media first, Primesight, GTN and MediaCom are launching a national real-time campaign for Lucozade Energy, which will see digital outdoor ads synchronised with radio spots.

Between 17 and 26 June, out-of-home advertising will appear across Primesight’s new digital 48-sheet network in tandem with GTN radio spots, meaning that drivers will see and hear Lucozade Energy’s ‘Find Your Flow’ messaging while travelling.

Radio ads will also broadcast solus and adjacent to GTN’s traffic and travel bulletins on all major radio groups and stations including Global, Bauer, Absolute Radio and talkSPORT.

“This campaign shows what out-of-home is capable of when it comes to real time marketing opportunities and partnerships with other media channels,” said Nigel Fung, group business director at Primesight.

“OOH is one of the most flexible and adaptable media channels the industry has to offer.”

Gill Reid, head of out-of-home at MediaCom, added: “We are always trying to push the boundaries in DOOH, whilst ensuring that it drives engagement and relevance.

“This is a great example of how this can be landed in the real world and across platforms.”