The campaign kicked off last week with billboards in Targovik in Warsaw, near neighboring Decathlon and IKEA stores. The brands started a live dialogue around them, spurring each other (and their customers) into sporting activities within their four walls and taking care of stocking up on necessary equipment.
The next part of the “conflict” has moved to social media, where the two brands exchange news.
Earn bonus points at home with the KNODD basket and go for it with sporting accessories. Hey Decathlon Poland are you going to throw three? #Sports
Posted by IKEA Tuesday 2 February 2021
Namaste IKEA Jakaś asana? #Riyadh
Posted by Decathlon Poland Wednesday 3 February 2021
Decathlon and IKEA motivate you to be active together
Throughout the campaign period, brands change their claims. Now Decathlon welcomes you to a better home, and IKEA is good at sports.
In this way, brands are emphasizing the purpose of their collaboration more – to show you can comfortably exercise in an appropriately furnished home.
The joint campaign for both brands is run by Przestrzeń – the leading advertising agency for the brand Decathlon, and VMLY & R – the leading advertising agency in IKEA Poland.
Wavemaker and MullenLowe Warsaw are responsible for purchasing and media planning.
