Decathlon: Pixel clean up day

Decathlon, a sporting goods retailer, leveraged the game Minecraft and streaming platform Twitch to embrace World Clean Up Day, elevate brand awareness and bolster the brand’s image, especially among Gen Z in Turkey.

Brand: Decathlon TürkiyeAgency: The Planner Co.Region: EMEA

Strategy

Objective

The strategic objective of the Pixel Clean Up Day project was predominantly anchored in elevating brand awareness and bolstering our brand image, especially among the 18-25 Gen Z demographic. We sought to convey our “Without Nature, There’s No Sport” message and sustainability approach in a resonant and engaging manner, utilising a platform and language that would be both familiar and appealing to them. Leveraging Minecraft, a platform previously uncharted by us, and Twitch, we ventured to intertwine our message with their digital environment seamlessly. The metrics...

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