Initial situation
INTERSPORT expanded its regional presence in Austria and celebrated numerous openings in the fall of 2019. This occasion brought a marked increase in customer frequency and was used to communicate brand values. So the goal was to find a campaign umbrella that acts both as sales promotor and brand developer.
Strategy
REICHLUNDPARTNER’s campaign gets to the heart of it: we live in a country where the most beautiful sports and training grounds are right in front of our doors. Mountains, lakes, parks, slopes … everything is there! And anything you might additionally need you will find at INTERSPORT. And more locations also mean more variety, more brands, more consultation and more service! So “what are you waiting for?” This is not only our consistent campaign claim, but also our call to action.
Implementation
The campaign relies primarily on TV for brand reinforcement, on online measures as multiplicator and on radio as frequency generator. REICHLUNDPARTNER Media’s strategy for radio is equally as sporting: to generate multiple contacts we place up to six spots in one commercial break.
Additionally, REICHLUNDPARTNER uses the striking advertising panel on the bridge Westbrücke in Linz to draw attention to the vast range of INTERSPORT RENT as well as to the INTERSPORT Skiing Day – right at the beginning of the skiing season, of course. With certain elements of our design extending beyond the panel and our claim “What are you waiting for?”, awareness is guaranteed!
Intersport Hiking Day
INTERSPORT Austria plans an INTERSPORT Hiking Day on 6 consecutive Sundays, each at a different destination. The most important channels with a strong impact were used to promote these events. It was important to achieve a high level of attention in a short time and also to include any interactions in the campaign.
From 14th July to 23rd August a total of 189 TV spots, 7 print advertisements and 223 radio spots were implemented. REICHLUNDPARTNER media agency also promoted the hiking day in 9 different John Harris gyms across Austria on 355 screens and 22 TVs. The out-of-home campaign was particularly imaginative. Backpacks were hung on the 6 posters in Austria, which pedestrians could take down.
