To strengthen the claim “Sponsor of everyday athletes” INTERSPORT tells stories of ordinary people doing the extraordinary – people that also could be INTERSPORT customers. Like the one from Anja Blacha who works a nine-to-five job but climbs the highest mountains in her free time. By telling her story we claimed once again to be the brand for everyday athletes.
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.
Because of the campaign Anja Blacha got known in Germany. After she reached the South Pole she was invited to several primetime talk shows. On 14th February 2020 she starred at “3nach9” besides Wladimir Klitschko and other stars. On 19th February she also starred in one of Germany’s most famous late night talk-shows – stern TV.