BETC’s creativity has given Decathlon a new perspective on price advertising. The campaign wraps Decathlon around a collection of motivating powers of sport first, creating a bond with the brand. The affordability of the brand then becomes part of the emotional richness that its products provide.
Three films and five visuals in the campaign pay tribute to those unique moments in life that only sports can offer.
Built around the strategic positioning “Prices that offer so much more,” each product featured in the campaign becomes the starting point for a sincere and universal life story: a table tennis racket can boost a child’s self-esteem, hiking boots can revive the 20-year-old spirit of a 70-year-old, and a mountain bike can symbolise the freedom of a teenager.
With this new message, DECATHLON reaffirms its mission: to enable everyone to experience great emotions through sports.
“Through sports, we are convinced that Decathlon has a real role to play in everyone’s development. This role forces us to make sure that price is not a barrier. For this campaign, we wanted to capture real moments in life, such as integration into a group or personal reconstruction: universal scenes and the most authentic positive emotions possible,” stated Nicolas Mignot, director of external communications at Decathlon France.
“How can we not be proud to convey the message that sport is accessible to everyone? Our mission was to show how these affordable prices are the source of great values and defining moments in our lives. With its high-quality products at fair prices, Decathlon plays a truly unique role in sport,” added Mehdi Benali, managing director at BETC Paris.
The campaign commercials are running in 30- and 20- versions across TV & VOL campaign, according to a media plan developed by Havas Media. The outdoor campaign will roll out from June 18 throughout France.
Credits:
Client: Decathlon
Client Team: Nicolas Mignot, Iaorana Delattre, Louis Florin
Creative Agency: BETC Paris
Executive Creative Director: Olivier Apers
Art Director: Sebastien Lafaye
Copywriter: Charles-Henry Joyaut
Strategic Planner: Etienne Averseng, Chloé Wren
Creative Resources Coordinator: Celine Laporte
Agency Producer: Benoit Fernandes
Account Team: Mehdi Benali, Clémence Körber, Jennyfer Perrodo, Hugo Lesieur, Raphaël Gomes
Production Company: La Pac
Producer: Jerome Denis
Director: Emily May
DoP: Edouard Le Grelle
Production Service: All In
Producers: Thomas Laget, Julien Floutard
Post Production Company: Pop
Post Producer: Caroline Deloffre
Editor: Vincent Marchand
Colour Grading: Mathieu Caplanne
Sound Company: Kouz
Photographer: Emily May
Print Producers: Catherine Bouchaud, Charlotte Daouiri
Media Agency: Havas Media
Media Team: Manon Buissart, Alannah Vonrufs
