These ordinary sports enthusiasts do not have access to the support system that high performance athletes enjoy. Our focus groups showed that the everyday athletes wish they could sometimes get a tap in the back. Staying active, no matter the weather, no matter how busy life gets, requires perseverance and discipline. Without encouragements, it is tempting to give up on good health habits.

That’s why Sports Experts decided to act like the everyday coach that supports all active Quebecers and remind them at the same time that Sports Experts sells everything they need for their active lifestyle, whatever sports they are into.

We congratulated those who chose to bike instead of taking a cab with clever ad placement on public bike system.

We supported them with customized ads at the gyms or in parks, popular with runners.

We created an hockey ring, a basketball court and a soccer field in popular transit locations.

We rewarded those consumers who took the stairs instead of the escalator. We selected the highest subway station in Montreal and with a thermal recognition billboard recording their body heat; the hotter their body temperature, the bigger the discount!

We transformed street billboards into rain-activated messages that only appeared when the rain touched the invisible ink in parks.

We close the conversion loop by empowering each out-of-home location with its specific localised SEM campaigns. In total, 500 micro-SEM campaigns were put to market calling out the product in the result page and drove to the nearest store.

All these encouragements paid off and had a significant impact on sales. Year-over- year sales increased by 10 % during the very important fourth quarter, leading up to Christmas. More importantly, the partner brands that were specifically advertised in the campaign (New Balance, Reebok, Under Armour and more) saw on average a +30% increase for the campaign duration.