People have always been fascinated by great adventures and the extraordinary personalities behind them. INTERSPORT makes use of this insight and tells its very own adventure story.
The Brand takes a unique approach to sponsoring: Instead of big faces in high-reach sports environments for big money, INTERSPORT focuses on the great story of an extraordinary personality in an absolute sports niche. The special thing about it: The testimonial is almost unknown and their project is almost impossible.
Anja Blacha is the youngest German who has been to all the highest mountains in the world and yet nobody knows her. Her latest goal: Anja wants to run, alone and without help (solo, unsupported, unassisted), in 60 days from the coast of Antarctica to the South Pole, covering a distance of 1400 km. With this, she dares to do something that no woman before her has ever dared to do – and no man.
The whole campaign was rooted into social media. During Anja’s trip we published 7 videos with different topics around her trip. Additionally, we posted several logbook-entries with voice messages from Anja directly from the Antarctic. Our media strategy was to get a lot of free PR using the campaign’s provocative campaign title, the diversity approach and by creating unseen content of the outstanding challenge Anja was facing. Our plan worked out – the media got in on our campaign and we reached over one billion impressions with a media budget of zero Euros.
Furthermore, the campaign was mentioned in 380 newspaper articles in Germany – such as Bild-Zeitung, Hamburger Abendblatt, Frankfurter Allgemeine Zeitung, Business Punk, and many more.
