We use cookies to improve your browsing experience. You consent to our cookies policy if you continue to use this website.
More about our cookies policy
Decathlon
Se busca entrenador
See more
A team that needed a coach. An announcement that became a TT and received hundreds of responses. This project became a social action where we linked sporting values with those of the Decathlon brand.
Scope
Strategy
Creativity
Production
Media
Data
Play
Goals
To create an innovative campaign for “return to sports” under the umbrella of #entrenadoresdemivida (trainers of my life). An exclusively digital proposal that would reach out to people and generate positive opinion while increasing visits to Decathlon’s stores and website.
Play
Idea
A novice female football team from Vilanova i la Geltrú (Barcelona) were without a coach and at risk of disappearing. The idea was to help them through a social action that embodied the values of the brand and of sport itself. To emotionally engage with the audience and promote sport regardless of the obstacles: the brand’s raison d’être.
Implementation
First, we launched a 10-second teaser to build anticipation during the week prior to the campaign launch. Then, we created a 30-second trailer with the aim of directing traffic to the action’s microsite, where the main 3-minute piece was hosted.
Finally, to harness the popularity of the action, we decided to go further and open the platform to everyone so that other teams with the same problem could find a solution, bringing together dozens of coaches and teams in the process.
Results
Coaches found
0
Mentions of the hashtag #entrenadoresdemivida
0
100% video retention
0%
We managed to involve users in the FutFem Vilanova team’s quest for a coach and we found 294 candidates.
The community showed their solidarity with the team and very actively spread the word, so much so that the hashtag #entrenadoresdemivida achieved 2,000 mentions and a potential impact of over 33 million impressions.
The emotional component of the story caught the attention of users, as a result more than 75% of the audience watched the video to the end. And, on the day of the launch, the campaign became a Trending Topic on Twitter in Spain.
Credits
Client: Decathlon
Year: 2015
Sector: Sports
Team:
Client Service Director: Judit Sáez
Digital Account Manager: Bea MarĂn
Head of Strategy: Luis Conde
Creative Executive Director: Uri Fernández
Executive Producer: Rubens Pérez
Art Director: Javi Mangas
Producer: Laura CaparrĂłs
Audiovisual: Carlota Oms
Audiovisual: Sergi DĂaz
Partners:
Photography
Leo GarcĂa MĂ©ndez
Filmmaking
Jakiens
Client:
Media Manager: Hector Romero
See other projects for Decathlon
Small Text
Large Text
Play
Born digital.
WEW! THANKS