How do we show that home can be more sporty and sport more homely, taking into consideration the needs of consumers during the next lockdown?
How do we encourage people to stay active when gyms are closed? How do you transform your home so that your space can accommodate home yoga studios, storage for sport equipment, so that sport is still present in our lives?
We wanted to build the image of both brands and engage users by creatively responding to their needs in a new and uncertain conditions.
In the face of the new pandemic restrictions, Decathlon and Ikea together encouraged physical activity at home through unusual joint response to the next lockdown.
The brand exchanged claims in OOH and cover photo on Facebook. And then they engaged in a playful dialogue in their Facebook posts, revolving around ambiguity of the words. A taunting post from one brand and a sharp retort from the other in the comments, and vice versa.
We showed that with relatively small budget it is possible to build consumer interest through creative response to the next wave of lockdown in Poland.
Campaign communication generated 250% more engagement for Ikea vs. similar formats on Facebook. Additionally, Ikea gained more quality traffic on www.ikea.pl.
The audience engagement costs of Decathlon’s communications was reduced by 62% vs other Facebook activities.
The open rate from sending newsletters with cross offers also increased.
