The international sport retail chain Dehatlon was looking for a distinctive and coherent image to help the brand embed in the customers’ heads for good. So how to give the brand the Polish spirit and encourage Poles to do sports? All at the same time?
We have created „The Cathlons” — a nice team of “everyday sportsmen”, common folks, who really enjoy sports much. Their sport-related exploits garnished with the music from a classic Polish children movie – “Journey of Mr. Kleks” appeared to be the bullseye. Our format started to build the new image of Dehatlon in TV, Internet and Outdoor and the Pole have really liked it.
The economic analysis of Lowe Media revealed that The Cathlons format is by 169% more efficient with regard to generation of store transactions than previously used TV campaigns.