MultiSport contrastive campaign with Robert Makłowicz

Although training and love of food do not seem to go hand in hand, they have a lot in common. Sport should taste like a favourite dish and can be as varied as a well-composed menu. This is the contrast that the MultiSport brand has built its summer campaign promoting physical activity called “Get ready for sport” on, choosing the culinary critic, Robert Makłowicz, as its ambassador.

24/08/2021

Nine weeks, eight sport-related creative materials with Robert Makłowicz and eleven million project’s recipients: this is how the most inapparent campaign of the MultiSport brand called “Get ready for sport” could be summed up in a nutshell. However, as always, the most interesting thing is hidden in the recipe.

– While creating the summer holiday campaign, we wanted to encourage the MultiSport Programme users and all Poles to take up physical activity in the reopened sports facilities. The campaign was to attract attention, fit in a light, holiday mood and bring a smile after the depressing lockdown period. We also wanted the campaign to emphasise the important features of the MultiSport card, the greatest asset of which is facilitating access to various sport disciplines and supporting users in regular physical activity. The campaign was also to strengthen the communication of the annual “Summer Game” gamification dedicated to the MultiSport Programme users – says Dorota Szostek-Rejowska, Marketing and Online Sales Manager at Benefit Systems, the company that created the MultiSport Programme.

The MultiSport is a bit like a restaurant menu: we can choose something, for example an activity, which we currently feel like trying and which is tailored to our needs.

– We know that in addition to supporting health, physical activity also improves our mood. The combination of food, sport and a large dose of humour resulted in the campaign called “Get ready for sport” and no one else could become its ambassador but Robert Makłowicz who proved that practising sport is a piece of cake – adds Dorota Szostek-Rejowska.

There were radio spots based on a humorous play on words created in which the food critic praised legs dipped in the pool or the belly twisted on the bench. As part of the campaign, a series of graphic creations referring to selected sports disciplines with Robert Makłowicz in the lead role were also designed.

The graphics were a key element of digital advertising activities, also visible in the MultiSport brand’s and the campaign ambassador’s social media. The behind-the-scenes photo from the “Get ready to sport” photo session, which Robert Makłowicz published on his Instagram, is still the most-liked post on his profile (over 100,000 likes). His latest post shows that his love for sport continues – he spent his birthday in the excellent company of an inflatable buoy and boxing gloves.

People interested in the campaign visited the dedicated website, https://www.kartamultisport.pl/gotuj-sie-do-sportu, more than 76,000 times. The landing page of the project includes a behind-the-scenes video presenting how the campaign was made, radio broadcasts, all graphic creations, and a charity campaign in aid of animals. .

At the end of the “Get ready to sport” campaign, MultiSport organised a charity auction of gadgets from the photo session signed by Robert Makłowicz. All income from the auction of roller skates and the hat will be donated to the Krakow Society for the Protection of Animals which Robert Makłowicz has been supporting for years. Already on the first day of the auction, the hat and roller skates totalled almost PLN 10,000. The auction will run until 24 August 2021.