We are here to make you move
Lucozade Sport aimed to get one million more people moving by 2020, but faced the challenge of engaging busy commuters who often struggle to find time for exercise. The campaign needed to be highly visible, Interactive and effortlessly integrated into daily life.
A key technical challenge was the conversion of a standard bus shelter—originally equipped with a static paper poster—into a fully interactive digital experience. This required:
A complete digital upgrade
Installation of a two-way live communication system
Seamless integration of hardware into a public space
“Converting a bus stop shelter into a live interactive exercise area, whereby a trainer will encourage the British public to take part in a variety of exercises from Zumba to boxercise, shows that we are committed to achieving our target of helping 1 million people moving more by 2020.”
Kay Bartlett, Brand Manager, Lucozade Sport
Skratch® designed and implemented a digital upgrade for the bus shelter that enabled:
A 65” digital display with high-resolution video
Two-way audio/visual communication between the shelter and a remote gym studio
This setup allowed a personal trainer to see and interact with members of the public in real time, creating a truly engaging and immersive experience. Participants who joined the workout were rewarded with Lucozade Sport products, dispensed directly from the shelter.
“This is once again a fantastic example of how brands can use Outdoor advertising to provide a fun and engaging experience for the public. Lucozade Sport have utilized the power of OOH to reflect their positive brand message.”
Steven Dennison, Head of Creative Solutions, JCDecaux UK
The “Wait Training” campaign exemplified how technology and creativity can drive public engagement. It aligned perfectly with Lucozade Sport’s goal of promoting movement in a way that was fun, accessible, and rewarding.
