They let home trainers rest and changed their bathtubs for the Olympic swimming pool. The educational and image campaign called “We’re glad you’re here!”, which promoted safe physical activity in sports facilities, reached nearly 8 million people, supporting the MultiSport Programme users and sports partners.
The summer edition of the “We’re glad you’re here!” campaign organised by the MultiSport brand was launched in July this year. Its aim was to promote physical activity in the reopened sports and recreational facilities as well as to build the awareness of safety and sanitary rules in these venues. The idea behind the campaign was based on a humorous memory of physical activity during the lockdown period. The project was carried out at the turn of July and August in online channels at the national level as well as locally in the city space. Static creations appeared, among others, in the Warsaw metro, at bus shelters and on the OLX website as non-standard auction announcements. The website users looking for sports accessories could come across home dumbbells in the form of water bottles or a freshly washed mascot used as a home sparring partner during social (and sports) isolation.
The slogan of the summer edition of the campaign and the advertising activities planned during this period alluded to the “MultiSport Summer Game”, which effectively encouraged the MultiSport Programme users to exercise in sports facilities during the holiday season. At the same time, as part of the Summer Game the MultiSport Programme users collected points for their activities, which they later exchanged for such prizes as sports accessories or shopping vouchers for brand stores. The collected points could also be spent on charity actions. Thanks to the points donated by the MultiSport card holders, the following institutions will receive help: care and educational facility in Starachowice, care and therapeutic facility in Kazimierza Wielka, Psierociniec Foundation, Zwierzęca Polana Foundation and Wspólnota Sant'Egidio organisation.
The messages of the “We’re glad you’re here!” campaign were strengthened by PR activities and content marketing articles in the largest online media in Poland. All publications were based on the opinions of experts in the field of medicine and psychology as well as numerous scientific studies, thanks to which they were quoted in almost 900 publications focusing on the need and safety of continuing physical activity during the pandemic. The MultiSport Programme partners could also use the educational materials throughout the campaign, making them available in their social media and increasing the reach of the main message.
– A survey conducted among the MultiSport card holders showed that most of them exercise during the pandemic primarily to maintain their health and improve their wellbeing. Physical activity is an important factor in building social health and the body's immunity, which is of particular importance in the current situation. That is why we want to continue our communication activities based on the experts’ knowledge, which will support the active lifestyle of Poles and the operation of sports facilities, reminding everyone about the safety rules. In September we are launching a new campaign of the MultiSport Programme, which will promote, among others, various sports disciplines – says Adam Radzki, Management Board Member at Benefit Systems.
The summer edition of the “We’re glad you’re here!” campaign was realised by Benefit Systems, NAV creative agency and Mint Media digital agency. More information can be found at https://www.kartamultisport.pl/dobrze-ze-jestes/
