Intersport Greece asked Interweave to develop their Easter campaign for 2022, based on the “Easter Treats” concept of the global brand. The campaign was particularly important as people were celebrating the first major gift-giving holiday after more than two years of Covid-19 restrictions. It was also to be adapted to other European markets that fall under Intersport Greece’s region (including Cyprus, Romania and Bulgaria).
Interweave developed a 360 campaign based on the latest retail consumer trends, that enhanced audiences’ perception of Intersport as the par excellence destination for a wide variety of products.
Based on the changes the Covid-19 pandemic brought to consumer behaviour, we designed a 360 campaign that allowed for consistent messaging across the multiple touchpoints consumers are used to nowadays, including ATL, digital, social, ecommerce and instore, to communicate the main messages and to drive sales via the brand’s special Easter offers.
Developing the “Easter Treats” concept, we created a campaign that connected the notions of “Treating Oneself” and “Treating Others” (a very important cultural norm in the Greek Easter, reinforced after two years of pandemic isolation) with the Intersport brand, indicating Intersport as the destination for all sorts of Easter treats. The goal was to present the Easter offers as well as the brand itself as the place everyone can find gifts and treats for themselves and their loved ones. The tagline “Kernas Pasha? Kernas Intersport” cannot be directly translated into English, but the main idea is that if one is buying Easter gifts, one is shopping at Intersport.
The campaign featured a special activation for godparents (who, in the Greek tradition, always get their godchildren gifts, including new shoes, even if they don’t get them anything for Christmas or their birthdays) – making playful puns with the types of godparents (the forgetful one, the one that shops online at night etc).
