Sports Experts, Quebec’s largest sports retailer, wanted to salute the small feats of everyday champions - those who might never attend the Olympics but deserve recognition for staying active.
This campaign aimed at increasing sales by at least 5%, by focusing on everyday athletes, Sports Experts’ most profitable consumers.
These ordinary sports enthusiasts do not have access to the support system that high performance athletes enjoy. Our focus groups showed that the everyday athletes wish they could sometimes get a tap in the back. Staying active, no matter the weather, no matter how busy life gets, requires perseverance and discipline. Without encouragements, it is tempting to give up on good health habits.
That’s why Sports Experts decided to act like the everyday coach that supports all active Quebecers and remind them at the same time that Sports Experts sells everything they need to for their active lifestyle, whatever sports they are into.
We lived up to Sports Experts positioning: the everyday coach! A good coach motivates, rewards and inspires his athletes. Throughout the campaign, Sports Experts acted like a good trainer and created an innovative media plan that rewarded and valorized every single physical effort, big or small.
Sports Experts support everyday athlete, no matter what sports they are into, we played the customization card: more than 200,000 combinations of creatives, placements and formats we’re created to go to market.
Every media touch point reached consumers during moments of physical activity and was tailored to its environment. The campaign extended its reach to a broad range of sports and active lifestyles and reached consumers in a context where they are the most receptive to the message. This campaign was really all about reaching the right person, in the right place, at the right time.
To motivate everyday athletes, we crafted a matrix of a total of 210,000 possibilities.
•we congratulated those who chose to bike instead of taking a cab with clever ad placement on public bike system.
•We supported them with customized ads at the gyms or in parks, popular with runners.
•We negotiated in-court locations…even creating courts where there weren’t any! We created an hockey ring, a basketball court and a soccer field in popular transit locations.
Like a good supportive coach, Sports Experts rewarded those consumers who took the stairs instead of the escalator. We selected the highest subway station in Montreal and with strategically placed billboards cheered those who took the stairs during the climb of 164 stairs. At the finish line, they were congratulated rewarded with a discount in store. A thermal recognition billboard recorded their body heat; the hotter their body temperature, the bigger the discount!
The brand rewarded runners who had the courage to run despite the bad weather. We transformed street billboards into rain-activated messages that only apreared when the rain touched the invisible ink.
Finally, as a good retailer, we close the conversion loop by empowering each out-of-home location with its specific localised SEM campaigns. In total, 500 micro-SEM campaigns were put to market. If a mobile user in a close radius of a billboard searched for the displayed product, Sports Experts called out the product in the result page and drove to the nearest store (as opposed to the corporate web site).