FGL SPORT Outdoor, Case study YOUR BETTER STARTS HERE by PHD Toronto

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Industry Retail, Distribution & Rental companies
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Canada
Agency PHD Toronto
Released May 2013


Cannes Lions 2013
Media Lions Product & Service; Retail & E-Commerce, including Restaurants Bronze

Credits & Description

Type of entry: Product & Service
Category: Retail and E-Commerce, including Restaurants
Advertiser: FGL SPORT
Product/Service: SPORT CHEK
Agency: TOUCHE! PHD Montréal, CANADA

Chanel Marketing Manager: Sarah Gardner (FGL Sports)
Vice President Marketing And E-Commerce: Frederick Lecoq (FGL Sports)
Chief Marketing Officer: Duncan Fulton (FGL Sports)

Results and Effectiveness

Results were exceptional:
• In 70 days, the videos reached millions of consumers totalling over 30,000 hours of interaction with the brand.
• The number of Facebook fans doubled from 300,000 to 625,000 in less than five months.
• During the campaign period, searches for the brand were twice more important than the previous year.
• Campaign awareness was twice as high against sports enthusiasts than the general population, proving that this campaign hit the right spot and successfully positioned Sport Chek as the retailer where 'your better starts!'

Creative Execution

Over 500 different locations throughout Canada were hand-picked, each of them marking exactly where consumers’ journey towards « a better self » began:
We tagged the entrance of hundreds of gyms throughout Canada.
We greeted sport enthusiasts as they entered university sport centers.
We surprised the target in their lockers, their spinning rooms, and weight rooms.
We were there when they stepped in the dance studio.
We were there for their first ride on the bike path and for their first footsteps on the track. Research also shows that sport enthusiasts are strong new technology users. So, we used smart phones, iPads, computers and 'smart' TVs to deliver sport-specific videos. Each consumer viewed a video in line with their preferred sport.
An XBOX Live platform was created allowing users to view all videos. They could also download a free digital poster for their XBOX wallpaper. The download rate reached almost 50%.

Insights, Strategy and the Idea

In 2012, the largest sports retailer in Canada, Sport Chek, launched a new and inspiring tagline: 'Your better starts here'. This campaign was intended to reach sport enthusiasts across Canada.
To bring the « Your better starts here » signature to life, we identified the precise locations where physical activity begins. To eliminate waste, we integrated the campaign into locations where the target plays sports, even if that meant creating new media channels that did not exist.