How does this represent “Excellence in Engagement”?

Many women in sport don’t get recognized for their achievements. We made this the topic of our campaign and gave new insights into the life of female athletes. Lots of the issues were never discussed or talked about in public or in advertising. Every story-piece we shared on our channels was connected to one of the issues and showed how Anja challenged them or proved them wrong.

That’s why our campaign started a social debate, with many mentions on social media. Furthermore it became a strong message to women all over the world and an empowering message for every woman facing barriers in her own life.

Objective:

Intersport is one of many brands in a hard-fought sports market. In-between giants like Nike or adidas, Intersport – as a retailer – is not the brand with the most heroic testimonials or the biggest marketing budget. That’s why the brand tries to build a strong core around the claim “Sponsor of Everyday Athletes”.

To strengthen the claim “Sponsor of everyday athletes” Intersport tells stories of ordinary people doing the extraordinary - people that also could be Intersport customers. Like the one from Anja Blacha who works a nine-to-five job but climbs the highest mountains in her free time. By telling her story we claimed once again to be the brand for everyday athletes.

Strategy & Execution:

Over two and a half months Intersport accompanied Anja Blacha, a project manager from Bielefeld, on social media. She went 1400 kilometers, solo, unsupported to the South Pole and pushed her limits to show other woman that there are no limits. The campaign was an inspiring proof that women in sports can achieve anything they set their mind to. And it also was the proof for Intersport being the “Sponsor of Everyday Athletes”.

The whole campaign was rooted into social media. During Anja’s trip we published 7 videos with different topics around her trip. Additionally, we posted several logbook-entries with voice messages from Anja directly from the Antarctic. Our media strategy was to get a lot of free PR using the campaign’s provocative campaign title “Not bad for a girl”, the diversity approach and by creating unseen content of the outstanding challenge Anja was facing.

Production

INTERSPORT Deutschland eG
Jung von Matt AG

Featured Athletes

Anja Blacha

Credits

Goetz Ulmer
Creative Managing Partner
Jung von Matt AG

Holger Hansen
Managing Director
Jung von Matt AG

Robert Zitzmann
Managing Director
Jung von Matt AG

Grischa Mentgen
Creative Director
Jung von Matt AG

Florian Schneider
Creative Director
Jung von Matt AG

Ronnie Patt
Creative Director
Jung von Matt AG

Michael Hülsbeck
Senior Art Director
Jung von Matt AG

Mattias Jahn
Senior Copywriter
Jung von Matt AG

Felix Ebell
Junior Art Director
Jung von Matt AG

Irakli Asatiani
Junior Copywriter
Jung von Matt AG

Maximilian Helmer
Producer
Jung von Matt AG

Melina Hipler
Producer
Jung von Matt AG

Alireza Davatgar
Junior Producer
Jung von Matt AG

Lena Wanders
Senior Project Manager/PR
Jung von Matt AG

Frederik Schmidt
Project Manager/PR
Jung von Matt AG

Felix Appelfeller
Account Director/Sponsoring
Jung von Matt AG

Sebastian Ebenhack
Senior Project Manager/Sponsoring
Jung von Matt AG

Jakob Lauschner
Junior Project Manager/Sponsoring
Jung von Matt AG

Christian Marx
Junior Strategist/Sponsoring
Jung von Matt AG

David Tews
Managing Director
INTERSPORT Deutschland eG

Niko Lindauer
Head of Sponsoring
INTERSPORT Deutschland eG