Decathlon: AUSTRALIA

Credits & Description:

Advertiser: KALENJI - OXYLANE GROUP
Agency: KIDS LOVE JETLAG, FRED & FARID GROUP
Category: Best Use of Branded Content & Sponsorship
Advertising campaign: KALENJI EXPERIENCE 2012 : AUSTRALIA
Account Manager: Alice Lombard (Kids Love Jetlag (Fred/Farid Group))
Creative Directors: Fred (Kids Love Jetlag (Fred/Farid Group))
Advertiser's Supervisor: Cyril Perrin (Kalenji - Oxylane Group)
Copywriters: Victor Lamant (Kids Love Jetlag (Fred/Farid Group))
Agency Digital Producer: Bastien Chanot (Kids Love Jetlag (Fred/Farid Group))
Agency Producer: Karim Naceur (Kids Love Jetlag (Fred/Farid Group))
Art Directors: Vicken Adjennian (Kids Love Jetlag (Fred/Farid Group))
Copywriters: Vicken Adjennian (Kids Love Jetlag (Fred/Farid Group))
Account Manager: Bérengère Mangin (Kids Love Jetlag (Fred/Farid Group))
Creative Directors: Farid (Kids Love Jetlag (Fred/Farid Group))
Art Directors: Victor Lamant (Kids Love Jetlag (Fred/Farid Group))

Effectiveness
For a minimum media investment, the results were impressive.-13 000 people volonteered to be selected as « respondents », and more than 800 000 people followed the experience on Youtube. We generated thousands of Facebook likes and Twitter posts. And thanks to an excellent relay on ultra-targeted running websites, we got more than 5000 new qualified contacts.-This new kind of "focus groups/web series" are becoming the norm: the brand asked us to launch 3 more Kalenji experience this year.

Execution
This unique co-development approach gave us license to use all kinds of media.First, to recruit our testers, we launched a dedicated website targeted to passionate runners. The talent hunt spread using press, videos, banners, newsletters, email, and of course, social media.After a selection phase, 6 daily runners were selected to spend 8 magical days “torture-testing” running shoes in the middle of the most beautiful Australian landscapes. To allow the entire running community to take part in this incredible experience, we created a virtual base camp: kalenjiexperience.comStatuses, videos and pictures were uploaded everyday on the social media platforms (Twitter, Facebook and the official website, kalenjiexperience.com), allowing web users all around the world to interact with our testers in real time. Of course, the whole experience was documented in a great video that we launched on Youtube.

Strategy
Our challenge was to help Kalenji, a French sport apparel brand to collect better insights to inform their new shoes development process.We turned boring “focus groups” into a great, entertaining experience by flipping everything we hate about focus groups : rather than cramping up respondents around a depressing table, we flew them to the most beautiful development lab ever : the Australian landscape. And rather than asking them their theoretical opinion about our new products, we turned them into co-creators as well as heroes of our communication. A unique way to collect insights while creating entertaining brand content.