BETTER INSIGHT
Historically, SiS is famous in running and cycling, but Kantar showed SiS lacked awareness in wider endurance sports. With running and cycling being quite saturated, SiS were struggling to increase frequency of purchase with their current buyers. So, the answer: grow the brand by showing SiS can be used for a number of sports and has broad appeal.
However, it was important that this ‘broad appeal’ still showed SiS as an elite-standard product, for people taking their sport seriously.
SiS didn’t have large marketing budgets, but they did have partners that we could leverage.
BETTER IDEAS
The big idea: a chance to win sporting experiences with sporting legends: cycle the velodrome with Sir Chris Hoy. A training session with Tottenham FC. Train with the English athletics or rowing team… all ‘money can’t buy’ experiences with best of the best.
TGI data showed the audience over indexed in online channels, as well as digital out of home sites in gyms, where the campaign would be seen in a relevant context.