Decathlon Bulgaria Ltd: Decathlon - Road to Malta

Sports and activity brand Decathlon created a multimedia campaign based around a running simulator to boost participation in sports in Bulgaria.

Campaign details

Brand: Decathlon Bulgaria LtdAgency: All Channels Communication Group

If you are as lazy and tired as average Bulgarian, maybe it's better to watch the video. It says it all...

The Challenge

Bulgarian people would rather watch sports than practice any.

Indeed, we have had top athletes such as Grigor Dimitrov, Ivet Lalova, Hristo Stoichkov and Stefka Kostadinova, but we appreciate sporting activities mostly as spectators.

That is why coming last on the 2017 Eurobarometer charts for sport and physical activity received zero coverage in national media.

78% of Bulgarian people had one word to answer...

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