Sun & Sand Sports
Making Back to School mean more than a sales moment.
A research-led campaign platform that connected with children and parents, grew category contribution fourfold and helped reveal the opportunity for a new retail concept.
Watch the work
Original campaign films and experience footage.
The challenge
Back to School was commercially important but crowded with transactional offers. To become the preferred destination for children’s sporting goods, Sun & Sand Sports needed an emotionally relevant platform that understood the concerns and ambitions of both children and parents.
The approach
We started with in-house research and focus groups, then built each annual campaign around a real audience tension, from conquering school-related fears to discovering new sporting interests. The message shifted the category from shopping obligation to confidence, possibility and participation.
The work
- 01
Focus groups with children and parents
- 02
Annual campaign platform with evolving cultural themes
- 03
Integrated retail, content, media and e-commerce journey
- 04
Schools Got Talent participation platform
- 05
Commercial insight translated into the launch of Nu Athlete
The impact
“Insight turned a seasonal sales period into a platform families actively wanted to join.”