It takes big names to spread big messages. But Intersport, a German sports retailer, doesn’t have a multi-million budget. So how do we make it into the newspapers?
We positioned Intersport as “a sponsor for everyday athletes”. Instead of having world famous testimonials, we tell highly emotional stories of people that could be our customers.
Like the one of Anja Blacha. A 29-year-old project manager from Bielefeld who climbed the highest mountains but never made it to a frontpages, because women in extreme sports are still belittled.
Under the provocative title “Not bad for a girl” we accompanied her next mission: 1400 kilometers, solo, unsupported to the South Pole. No one has ever done that before.
Over two and a half months Anja’s journey was promoted on Intersport’s social media channels and a microsite. The exclusive content pieces got the media in on our campaign.
They shared the branded content on TV, digital platforms and in the biggest magazines and newspapers. Over 380 articles reported on her journey. With a media budget of zero Euros, Intersport achieved over one billion impressions, a media equivalent of over 8 million Euros. And proved their claim of being the “Sponsor of Everyday Athletes”.
