Client: Lucozade Ribena Suntory Ireland Ltd

Agency: Mindshare Ireland

Specialist: Kinetic Ireland

This installation was the last and largest element of an ongoing out-of-home campaign for Lucozade Energy drink. The Barge bar takeover happened on Charlemont Street, one of the busiest commuting routes inbound from South Dublin, and was in situ for a 2 week period.

We carried out a full site survey and produced scale drawings of the bar. A frame was designed to carry the main banner and attached to the exterior of the building. Additional structural elements were rigged to support the flying characters from the television commercial – dolphin, dog, hang glider, and Dan (the man) – along with a three metre 3D Lucozade Energy bottle.

Finally, branded awnings were installed, flags flown from the parapet wall and all exterior light bulbs replaced.

It drove brand awareness for Lucozade Energy and brought the action packed television commercial to life. The activation inside The Barge pub included meal deals, pub screen advertising, point of sale, and was integral to the success of this activity. The takeover was a strategically integrated element of the Lucozade Energy Powered by Glucose campaign.

Michelle Darlington, Marketing Manager,
Lucozade Energy