Goal of campaign: The aim was to create a unique and more qualitative campaign that delivers its message in a way that is coherent with the communication strategy.
Strategy: Decathlon conducted a cross media campaign on television, radio and press.
Sponsoring of sports news and programmes on TV,
active presentation of the product by the radio host for 10'' followed by a 20'' radio spot, sponsoring of the sports section in newspapers.
Methodology: The Taylor Nelson Sofres research institute carried out a national survey of the campaign's efficiency on the three media (TV, Radio and Press) among the 14-55 year-olds. A total of 503 interviews were conducted in several stages (March, April, May) at regional level, taking into account criterias of sex, age, and occupation. The survey measured spontaneous brand awareness and aided recall, buying motivations and intended purchase.
Results:
The cross media campaign reaped record levels of brand awareness amongst listeners. It also generated positive response to the Decathlon advertisement. 28% of listeners said they heard about Decathlon through advertising. The intended purchase increased among those who were exposed to the advertisement.
