In a way, this campaign reinvented the old and inglorious coupon. It made people share a discount coupon on their social profiles, and actually be proud of it.

Most amateur runners in the Czech Republic turn to social media to brag about how well they’re performing. Intersport found a clever way to turn this behavior into a promotion that rewarded people for their exertions and helped increase sales across their new running collection.

Using any running app, people were encouraged to turn their kilometres into cash by running in the shape of the Intersport logo. The further they ran, the bigger the discount in-store. For example, a 25km route gave people 25% off. People loved this challenge so much that one runner even ran 100km. Now that’s a discount worth working for.

The systematic mapping of the entire journey through the PDJ is central to our way of working... more than just the framework for gathering and organising insights, it helps us to conceive and execute the strategies that place our Pivotal Ideas at precisely the right moment on the journey."

Jonathan Dodd, CSO, London

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