Intersport, a sports retailer, wanted to launch its new running collection, with almost no production or media budget. The objective was to get to a specific target audience – Amateur runners – and bring them to the shops. The main challenge was the lack of budget. With hardly any production or media budget we needed a simple yet strong and cost-efficient solution that would make people want to come to the shop.

We were looking for a smart low-cost solution that would engage price-conscious and brand-neutral target audience (‘Amateur runners’) both rationally and emotionally.

We found out that over 70% of Czech runners use running apps and brag about their routes and performances in social media. We decided to use that – and give them another good reason to ‘run and share’. The insight that led us was: if you put up a sweat for something, wouldn’t you use it? We wanted to give our audience something extra to run for, and the payoff will come in the point of sale.

We informed our target audience via brand’s Facebook page where a kick-off video was posted explaining the users how to participate in the activity: run in the shape of Intersport brand logo (IS) using any running app, share your route, and add the campaign hashtag #ISRUN. Users who shared their routes on their social profiles, got a discount coupon on running gear. The further they ran - the bigger the discount in the shop – and the bigger their wish to brag about it on social media!

The response was increasing during the campaign since increasingly more users stumbled upon the ‘creative routes’ on social media and across running apps. The results were outstanding.

• The running department sold 22% more than in the previous year, and the whole shop had an increase of sales of 16% thanks to the traffic the campaign brought.

• 91% of the coupons that were created were used in the shops. After sweating for it, the runners remembered to use the coupons.

• Over 1,000 routes published on social media. That’s over 1,000 people seeing something on-line, leaving their houses and running for the brand.

• 250,000 people (=17% of all Czech runners) were exposed to the creative routes across different running apps and on social media.

• The campaign met the runners during the activity – running – and engaged with people via the media they use organically: social media and running apps, resulting in the least intrusive and highly efficient promo 100% on brand.

• Also, by running in the shape of IS, our audience actively advertised the brand on different digital platforms.