Decathlon conducts computer crash campaign
By Derek Winkler
Sports equipment retail chain Decathlon conducted a campaign last week to coincide with a recent worldwide computer outage caused by a software bug. On the day of the outage, the company conducted an out-of-home and social media campaign that encouraged workers affected by the outage to use the opportunity to go outside and excercise. The creative was designed to resemble the blue Microsoft error screen. The campaign was developed by Rethink, with media work by Cossette Media.
“We’re always keen to help our clients participate in conversations happening in real-time and in the real world,” said Alex Lefebvre, national managing partner at Rethink. “The stars aligned. By leaning into the juxtaposition of a tech outage and getting people outside, this fits perfectly with Decathlon’s mission to empower Canadians to pursue a more active lifestyle.”