Contextual creativity to boost sales in the busiest period of the year
As a global brand, Under Armor has international campaigns and ambassadors to activate its communication. Locating it and giving relevant messages to the Spanish target was a challenge. And doing it in mid December, with the advertising noise triggered between Black Friday and Christmas, made it a little more complicated. Our objective: to connect with a younger target of the brand that does not place it in ECI and bring it to the point of sale (physical or digital).
A 100% contextual campaign that seeks to be an accomplice of athletes, wherever they are. We review the global messages to locate them not only in the Spanish market, but in each city, in each park or training area. And we launched it through an external media plan that takes advantage of external programmatic technology to create impacts in moments of training of our real target (creativities that filter by man or woman, by city area, by cold level…), and thus be much more relevant to them.