France-based Decathlon wanted to open their first USA superstore in Emeryville, CA, just across the bridge from San Francisco. Surprisingly, although Decathlon is the largest sporting goods retailer in the world (with over 1,500 stores globally), they’re virtually unknown in the U.S.
What a thrill to be invited to help introduce Decathlon to Bay Area sports lovers by creating a campaign for this massive store opening. The 2 simple goals: Drive store foot traffic and generate over $1 million in sales in the first 2 weeks. And do it fast and on a budget… gulp!
Sports for all.
All for sports.
DDW uncovered a simple brand truth from which we created an entire campaign. Decathlon designs and produces every item they sell, so quality is high and costs are low. This translates to amazing products at amazing prices – making sports accessible for everyone.
This creative work then came to life through eye catching headlines, bold type, vivid colors and engaging video clips.
Our media solution was an integrated mix of paid and earned social, experiential and out-of-home advertising – all concentrated around Emeryville and the adjacent communities.
For social, we created video demonstrations of innovative Decathlon products (like a tent that can be set up in 2 seconds and a full-face snorkel that lets you breathe through your nose and mouth), as well as videos touting Decathlon’s unique product assortment spanning more than 80 different sports.
Have a ball.
DDW also conceived of the ‘Have a ball’ campaign. We branded a quintessentially French 1963 Citroen panel truck – dubbed ‘Le Bleu’ – and stocked it with basketballs, soccer balls, golf balls and more. ‘Le Bleu’ then drove around the community, passing out over 15,000 free balls to kids at local schools and playgrounds. What a joy to be a part of giving back to the community.
We also developed an outdoor campaign that included highway billboards, transit bus wraps, and a subway takeover at a nearby BART station.
Results were astonishing. Foot traffic to the grand opening event exceeded our goal of 15,000, and sales on the first weekend were through the roof.
Bon pour nous!!
CAMPAIGN LOOK AND FEEL
MEDIA STRATEGY & BUYING
EXPERIENTIAL & EVENT DESIGN