How Decathlon Capitalised on a Global Computer Outage to Encourage Outdoor Activity
Considering just how technologically-oriented modern day society is, incidents where things don’t go quite to plan really stick out in the minds of people around the globe. Case in point, the fact that we’re still keenly aware of last month’s event where millions of people were affected by CrowdStrike’s update causing a Windows outage… to disastrous consequences for a good number of businesses.
However, as panic-inducing as these times are (and undoubtedly unfun for shareholders), there’s a lot of opportunity that comes simultaneously. It serves to pose a valuable lesson for why we shouldn’t over-rely on certain pieces of tech, but within adland itself, it’s a great marketing moment for those who are clever enough to capitalise.
This is exactly what Rethink and Decathlon Canada achieved on that fateful July day. Amidst the chaos, they recognised that the blue error screen shared an awfully similar colour palette to the brand’s own colours and, seeing as most people weren’t going to be working anyway, it seemed the perfect moment to encourage outdoor activity as an alternative. Working together alongside Cossette Media, the team highlighted Decathlon’s signature rallying cry of 'Ready to Play', placing OOH around the country which advertised 50% off of outdoor goods and other products – a fun way to make the most of a chaotic morning.
To learn more, LBB’s Jordan Won Neufeldt sat down with Decathlon Canada’s communications director, Marie-Lou Blais, as well as Rethink’s director and national managing partner, Alex Lefebvre for a chat.
LBB> A reactive campaign like this requires great creativity and coordination. So, how did this all get started?
Marie-Lou> One morning in July, Microsoft users across the world were met with blue error screens. This blue screen with white writing instantly made us think of Decathlon. We saw an opportunity to hijack the conversation and flip the script on these blue screens. At Decathlon, our global rallying cry is ‘Ready to Play’ – and what better time to get outside, get active and enjoy the summer sun than when your computer is down!?
LBB> At what point did you observe that Decathlon’s colour matches the Microsoft error colour? And overall, was this brand-driven or agency-driven?
Alex> Thankfully, some of our creatives are early risers, so they immediately noticed the similarities between the ‘blue screen of death’ and Decathlon’s brand colours. And while the ‘a-ha’ moment was agency-driven, Decathlon and Cossette Media were vital in bringing this initiative to life in a manner of hours.
LBB> And what did this turnaround look like? Did the need for speed impact this phase?
Alex> Rethink and Decathlon have a great working relationship, and we’re so grateful for the partnership. This one was all hands on deck to turn it around within one day!
Marie-Lou> From there, fortunately, Decathlon was already running a summer campaign, so it was great that we could flip the switch on an existing active DOOH.
Overall, we’re always excited for the chance to contribute to marketing at the speed of news and culture, or ‘reactvertising’ as many are now calling it.
LBB> What were responses actually like? Did you hear stories of people taking the encouragement and getting outside?
Marie-Lou> From what we saw on social media, consumer sentiment was very positive! We are often tagged in peoples’ content, and we like to think that they were - per our global rallying cry - ‘ready to play’.
LBB> Overall, what challenges have you faced during this project? How did you overcome them?
Alex> While working on this, another brand reacted to the Microsoft outage with a seemingly similar execution to ours. We paused to assess whether we should continue forth, and collectively decided that our positive message encouraging folks to go outside - to play, to get active, and ultimately enjoy a screen-free afternoon - was worth it.
LBB> What lessons did you learn in the making of this campaign?
Marie-Lou> In Canada, the retail sports space is fierce. Decathlon is a challenger brand. So, we have to find a way to break through the clutter and find unexpected ways to speak directly to audiences. The reactive DOOH worked well in Decathlon’s global ‘Ready to Play’ campaign, while supporting our Canadian objectives.
LBB> Finally, has making this campaign reminded you to also get outside and enjoy the benefits of an active lifestyle?
Marie-Lou> Definitely! It’s summer after all.
