What Does Sport Mean To You?
Decathlon
Helping build brand awareness for Decathlon by creating the “What Does Sport Mean to You?” integrated advertising campaign.
French sporting goods retailer, Decathlon, entered the Hong Kong market around three years ago and was looking to increase its brand awareness. Decathlon’s mission is to make sport accessible for everyone, regardless of age, experience and ability. Channelling the spirit of the brand, DASH created the “What does Sport Mean To You?” campaign, telling the stories of everyday Hong Kongers and their passion and commitment to sport.
sector
sports apparel, accessories and equipment
work
creative direction / art direction / key visual / headline creative / print design / out-of-home advertisement design / online display advertisement design / video production and editing / copywriting / photography
Decathlon
What Does Sport Mean To You?
Helping build brand awareness for Decathlon by creating the “What Does Sport Mean to You?” integrated advertising campaign.
French sporting goods retailer, Decathlon, entered the Hong Kong market around three years ago and was looking to increase its brand awareness. Decathlon’s mission is to make sport accessible for everyone, regardless of age, experience and ability. Channelling the spirit of the brand, DASH created the “What does Sport Mean To You?” campaign, telling the stories of everyday Hong Kongers and their passion and commitment to sport.
sector
sports apparel, accessories and equipment
work
creative direction / art direction / key visual / headline creative / print design / out-of-home advertisement design / online display advertisement design / video production and editing / copywriting / photography
Challenge.
While Decathlon has existed in the Hong Kong market for over three years, the brand wanted to heighten brand awareness amongst Hong Kongers. The campaign needed to emphasise the French roots of the brand, the high quality of its sporting goods and its mission: “I believe that we can improve through sports, by making sport more accessible.”
The Hong Kong sporting goods market is dominated by large, global brands who are able to strongly promote their products across all touchpoints – from advertisements, billboards and social media content – and leverage the reputational power of celebrities or professional sports players in their branding. Decathlon wanted to stand out from its competitors in a unique way through the campaign, design and creative.
Creative &Development.
To set Decathlon apart, DASH wanted to draw on the brand’s spirit of democratising sports for all. Instead of making sport about being a professional and leveraging athletes or sports models as the face of the campaign, during its creative exploration, DASH looked to the people across Hong Kong who can be seen running or doing sports in the neighbourhood.
“What Does Sport Mean To You?” tells the story of ordinary people in Hong Kong and the impact of sports on their lives. The stories of two Decathlon customers and two of the brand’s employees in Hong Kong are shared in documentary-style videos that were shared online and across social media. Participants talk about their relationship with sport – whether it’s their passion, a way to improve fitness or a way of forming a connection with the environment. The videos were shared across social media, online and as a video advertisement.
Working with a photographer specialising in sports content, DASH also created a selection of images using the participants in the video campaign for use in-store. The photos showed participants enjoying sports activities in a natural way, rather than the carefully choreographed shots used in traditional sports marketing.
To help various outlets across Hong Kong use the design elements of the “What Does Sport Mean to You?” campaign in a coordinated way, DASH created design guidelines to ensure consistency across Decathlon stores across the city when using any brand identity and campaign elements on social media, print or digital.
Challenge.
While Decathlon has existed in the Hong Kong market for over three years, the brand wanted to heighten brand awareness amongst Hong Kongers. The campaign needed to emphasise the French roots of the brand, the high quality of its sporting goods and its mission: “I believe that we can improve through sports, by making sport more accessible.”
The Hong Kong sporting goods market is dominated by large, global brands who are able to strongly promote their products across all touchpoints – from advertisements, billboards and social media content – and leverage the reputational power of celebrities or professional sports players in their branding. Decathlon wanted to stand out from its competitors in a unique way through the campaign, design and creative.
Creative &Development.
To set Decathlon apart, DASH wanted to draw on the brand’s spirit of democratising sports for all. Instead of making sport about being a professional and leveraging athletes or sports models as the face of the campaign, during its creative exploration, DASH looked to the people across Hong Kong who can be seen running or doing sports in the neighbourhood.
“What Does Sport Mean To You?” tells the story of ordinary people in Hong Kong and the impact of sports on their lives. The stories of two Decathlon customers and two of the brand’s employees in Hong Kong are shared in documentary-style videos that were shared online and across social media. Participants talk about their relationship with sport – whether it’s their passion, a way to improve fitness or a way of forming a connection with the environment. The videos were shared across social media, online and as a video advertisement.
Working with a photographer specialising in sports content, DASH also created a selection of images using the participants in the video campaign for use in-store. The photos showed participants enjoying sports activities in a natural way, rather than the carefully choreographed shots used in traditional sports marketing.
To help various outlets across Hong Kong use the design elements of the “What Does Sport Mean to You?” campaign in a coordinated way, DASH created design guidelines to ensure consistency across Decathlon stores across the city when using any brand identity and campaign elements on social media, print or digital.
