As part of the account services team at Rethink, I supported Decathlon Canada on Play it Smart, a Toronto campaign positioning the brand as the obvious way to stay active during times of inflation. To stand out despite a modest media budget, the campaign tapped into the economic conversations of the moment: gas prices, housing affordability, overpriced trendy coffees and debates over grocery prices. It relied on contextual placements, like a billboard next to a gas station featuring a $7, 10-litre backpack for “only $0.70 a litre.” The campaign also ran in online video, digital and radio. The result: a 12% increase in Decathlon familiarity in the Toronto area, plus a Silver at the 2024 Idéa awards in the Business Results and Strategy discipline.
