Making sport move, one media space at a time
Media Strategy & Targeting
Challenge
“Faire bouger le sport”, Decathlon’s platform with BETC from 2022, came with an abundance of creative work. Each piece had to land in the right place, for the right person.
Approach
Three years of media strategy and targeting: adapting the subject of each print and each ad to the space it would appear in, and exploring segmented television to speak case by case, to precisely targeted households.
Data scopeAudience and household data to place each piece of creative in the media space that suits it, and to target segmented television.
Three years at the pace of the national campaigns, each piece of creative cut to its space, and a first run of segmented television.
Sources La Réclame