Campaign
Tarmak
Tarmak—Decathlon’s passion brand specialized in basketball gear,— needed a visual universe and transmedia campaign to increase engagement with their audience. They call themselves “the biggest sport in the world”, and their mission is to make sports accessible for everyone.
Case Study
The concept
Tarmak stands for unconditional love for basketball. Unconditional means loving something no matter what. So this translates to: let’s make any space at any time suitable to throw some baskets.
Tarmak is like that very energetic friend we all have. He speaks directly to you. He’s always active, dynamic and full of energy. This translates into a vibrant and saturated color palette, a bold and powerful font and a very direct message.
Our target are middle-class basketball amateurs and expert players that usually opt for brands with a deep bond with basketball. Following this train of thought, we chose an approachable yet bold tone of voice, and developed a target-centered campaign to help the public see basketball as an accessible and fun sport for everyone.
The voice:
‘Tarmak is for those who know the rules and for those who come up with their own. For the ones who live sports without sponsors, who win trophies much more important than gold. For all those who have fans, and for the ones who simply have people who love them.
Make the world your playground.’
Case Study
Phase 1:
#hooperchallenge
The campaign consisted on a series of PR activations to encourage the public to interact with the sport and feel part of the brand. The target became the essential element of the campaign.
Social media #hooperchallenge: Micro influencers of basketball started the #hooperchallenge in their RRSS by challenging other accounts to post their best hoops. The winners got tickets for the ACB Final.
We literally transformed the streets into a playground by integrating baskets in the outdoor signage.
Phase 2:
Pickup Basketball
Organized pickup basketball games in central hubs (Madrid, Barcelona and Seville). The brand ambassadors (local basketball players who would also take part in the games) announced the games in their RRSS, and they were broadcasted live in outdoor panels, making the players the image of the campaign, and therefore becoming an essential part of the brand.
The outdoor panels switched to announce the games. This time we played with basketball-specific terms, making the target feel part of an universal team.
Phase 3:
App and Stores
Tarmak App: The brand awareness continued thanks to the release of the Tarmak App, where players can keep connected, organize new games, locate other players/playgrounds in their area, and shop customized team equipment from Tarmak.
Stores and packaging: The Tarmak section of Decathlon was redesigned to have a basket and a more open space with colors true to the the brand (to differentiate it from other sub-brands). The packaging was redesigned following Decathlon’s minimal packaging and eco-friendly efforts. We also released a limited edition bag which can be transformed into a portable basket.
