They’re known for discounted prices on sports apparel and equipment, but in Australia and New Zealand it was a different story—one that was about to change.
Sports Direct was on its way here, and needed to bring with them a campaign that carried the massive weight of their reputation. But this wasn’t just an exercise in exportation—the campaign had to resonate with sport-obsessed Aussies and Kiwis.
Sports Direct had a longstanding tagline that UK audiences were already familiar with. The line was ‘Sport Starts Here’, and it’s a claim so bold, only Sports Direct were qualified to make it. Over in Aus & NZ, the line gained an even greater meaning, because a shift in the way people shop for sports gear was literally about to start here.
Sports Direct’s hit our shores with a bang. Through an integrated campaign, we supercharged awareness amongst mid-market shoppers who are motivated by big brands at bigger discounts.
Our billboards and tram wraps focused on niche sporting moments, from the headlines to the photography. We even took a shot at Rebel Sport while we were at it, to prove that competition is all part of the game.
Our radio ads placed listeners right in the middle of the action, delivering an auditory experience that championed the idea that sport starts here.
Digital elements directed people straight to Sports Direct online store, where they could kick off their sportswear shopping sprees.
Sports Direct needed a campaign big enough to match their #1 status in the UK.
– Creative Territories
– Creative Concepts
– Media/Comms Strategy
– Media Buying
– Copywriting
– Design & Rollout
– Media & Creative – Account Management