One experience is worth a thousand words! Cycling enthusiasts trust their own experience the most. That's why we gave them the opportunity to test the most advanced bikes from Decathlon. They were given bikes and a closed road for 48 hours.
Amateur cyclists have never perceived Decathlon as a store that offers good racing bikes. Our task was to change this. We decided to give them a chance to find out what the B'Twin carbon frame road bikes can do.
The test rides included a contest. The prize (a new bike) went to the person who covered the most kilometres in 48 hours. This activation was supported by a Youtube campaign, programmatic campaign and social media.
The effectiveness of the campaign was appreciated by the jurors of Golden Arrow 2019 by granting it honourable mention and we won bronze satuette in Mixx Awards 2019 contest.