Situation:

July is vacation time in Norway, and people have a lot of spear time. It's of curse a time to relax, but its also a great opportunity to be active and do the sports you love.

Brief:

Remind people that summer is a great time to be active and do the sports you love.

Objectives:

Create attention to Intersport and make people come to the stores.

Target audience is sport interested people in Norway having their summer vacation in July.

This whole idea an media planning is based on the insight that in the summer people listen a lot to the radio, and the commercials is littered with spots the promote all kinds of BBQ.

We wanted to use this fact to enhance the message that its also great to use summer vacation to be active.

We wanted to do this sin a humorous and relevant way.

We cooperated with Norway largest commercial radio, and bought the spots following a

BBQ comercial 752 in all. July is the month for summer vacation, all the spots ran through this month.