Launch of Decathlon's first 100% Made In France ski jacket
« Eclipse Day »
Wedze, the Decathlon group's flagship wintersports brand, has caused a stir with its capsule collection project called Jour d'Éclipse. Two made-in-France alpine and freeride ski jackets, the result of their design expertise and excellence.
To devise the communications concept and its strategy, and to support the creation of different content for this exceptional launch.
An eclipse day is an event: it can't be missed.
Unique, thanks to its technical qualities and ephemeral, thanks to its limited quantities. The starting point for this launch was the project's duality: 2 forms of skiing (alpine and freeride), 2 products (freeride jacket and alpine ski jacket), 2 worlds (mountain and city), 2 colours per model... The concept was born: "Light and Shadow". This approach inspired the teams to come up with the name "Jour d'éclipse" (Eclipse Day). The agency then suggested an art direction and came up with the idea of marketing the products with a shadow launch.
A creation totally in line with the sector's trends: outleisure and athleisure. Pure visuals in the spirit of Light and Shadow. A gradual approach to distribution, with the first images shared being very dark, leading to a gradual reveal right up to the launch.
The MUZES worked with the production teams on the campaign video, first on the brief and then during the editing phase.
To highlight the design of the jackets, the agency also organised a studio photoshoot with a 'fashion/outleisure' feel. All this content was promoted with the development of a landing page on Decathlon.fr, designed to explain the rationale behind the project and promote the collection.
Still based on the principle of Shadow and Light, the communication strategy was based on three key moments: shadow, reveal, and launch. The aim was to create a sense of surprise by first allowing external ambassadors to talk about the product, without revealing the brand. Then, by announcing the collaboration with Wedze, the brand's profile was raised. This element of surprise was created by a crew of ambassadors, who were onboarded and made aware of the project beforehand.
The selected profiles embody all the different aspects of the project:
- Léa Bianchi (@leadorablee), ski instructor, for the technical and design aspects
- Stefan Tisseyre (@stefan_tisseyre), model, for the design and athleisure aspects
- Céline Ducrettet (@celinducrettet), photographer, for the visual side,
- Ben Buratti (@benburatti), professional freerider, for the excellence of the practice.
In total, a cumulative audience of over 300K followers.
+ More than 2 million people reached by the video
+ Over 3.2 million people reached via Wedze's Instagram account during the campaign month 10% more followers on Instagram