As the dominant market leader, Lucozade Sport realised that if they could get people to move more, they would buy more Lucozade Sport. In fact we want to get a million more people moving by 2020.

It’s a big goal, but if we could crack it we’d not only solve our business problem but make an impact on society.

For people who don’t have the time to exercise, or are afraid of being judged whilst working out, Lucozade Sport knew it was a big ask to get them to go to the gym. We realised instead that we had to bring the gym to them, reaching them in inherently sedentary moments.

Anyone at the bus stop could join in, and he responded to people, encouraging them to try something new. Soon he had the people of Manchester, dancing, boxing, lifting and squatting. This was followed up by a sample of Lucozade Sport dispensed from the bus shelter to help them on their way.

We turned the workout into inspirational video content and promoted this across You Tube and Facebook.

In our second strand of activity we were the first brand in Europe to use Facebook Live activity, as we spotted it was a great new channel we could use to get the nation up off their sofas and exercising at home, by joining in live workout sessions online. We recruited British Olympic champion boxer Anthony Joshua & renowned fitness instructor Emily Kaye to run the classes, which we streamed live into people’s living rooms via Facebook Live & YouTube Live.

We wanted to get more people moving and we did:

• Thousands of people ‘moved’ on the streets of Manchester in just one day

• We got 1.2 million people moving as part of our Live online sessions

• Over 3 million people took part in video workout sessions after the live date

• All those extra people working out drove a thirst for Lucozade Sport – we sold over 200,000 more bottles in the two months compared to the same period a year ago

• Best of all Lucozade Sport is now growing again after four years of sales decline