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How Decathlon electrified its spring launch with scalable, localised DOOH

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Industry

Retail

Challenge

Spring is a peak season for bicycle purchases, and capturing attention in a crowded market was essential. Decathlon faced the challenge of reaching audiences across 29 metropolitan areas while ensuring every message felt locally relevant, coordinating multiple media owners and screen environments, and connecting with the right consumers at the right moments.

Results

The campaign achieved high reach across all 29 metropolitan areas, outperforming benchmarks for engagement and driving a notable lift in brand awareness and purchase intent for Decathlon’s electric bikes.

Key Product

Demand-Side Platform (DSP)

www.decathlon.fr/
3.2M
DOOH Impressions in JUST 2 weeks
4.5x
Increase in Effectiveness
40%
MORE EFFICIENT cost per visit
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Decathlon is one of France’s most popular sporting goods brands, known for providing high-quality equipment and apparel for athletes and outdoor enthusiasts. For the launch of the TC E-ACTV 100 electric bike, the brand wanted to tap into spring cycling demand by connecting with customers in the moments and places most likely to inspire purchase.

To achieve this, Decathlon partnered with Mobsuccess and Vistar Media to launch a national DOOH campaign promoting their exciting new electric bike model.

Pinpointing the perfect locations

To maximise campaign performance, Mobsuccess curated a custom network of high-impact screens for Decathlon. Using Decathlon’s own data, they built communication zones covering 80% of the brand’s closest customers. Screen environments were carefully chosen based on the habits and locations most frequented by electric bike enthusiasts. Metropolitan areas and budgets were prioritised according to business opportunity, local population and DOOH penetration — ensuring every impression reached its full potential.

  • Communication zones: 80% of the closest customers
  • Selection of environments: places frequented by the target audience (gyms, outdoors, transportation venues, retail stores)
  • Allocation of metropolitan areas and budgets: store and screen performance, as well as population

Localised strategy, national impact

-> Precision targeting
The campaign reached 29 metropolitan areas across France, including Paris, Marseille, Lyon, Toulouse, Nice and more — connecting with potential cycling enthusiasts in both major cities and regional hubs.

-> Strategic screen selection
High-impact screens around 326 Decathlon stores were activated, including gyms, outdoor spaces, transportation hubs and retail points, to reach audiences at the right moments and in the right mindset.

-> Tailored local messaging
Video creatives were adapted for each metropolitan area, ending with a store-specific calls-to-action (“Head to your Paris stores”) to reinforce local relevance and awareness.

-> Creative formats
The campaign used visually striking DOOH videos showcasing an active lifestyle, the TC E-ACTV 100 product and a strong brand identity — designed to stand out in a crowded environment and spark spring interest.

It might seem very simple, but it’s the people. Vistar has done an amazing job of hiring smart and passionate people who are transforming the digital out-of-home space.” (1)Results: From impressions to impact

Despite the high level of localisation, significant creative complexity and a short flight time (two weeks) during a key seasonal period, the campaign achieved:

  • Efficient delivery across all 29 metropolitan areas
  • 3.2M DOOH impressions, during a critical seasonal window

To further evaluate the success of Decathlon’s campaign, a measurement study analysed the performance of local digital channels, DOOH, and their combination. Results showed that DOOH amplified the effectiveness of all other channels included in the omnichannel campaign:

  • Digital local only: +0.66% uplift
  • Digital local + DOOH: +3.98% uplift
  • Uplift increase: x4.5
  • CPVi: -40%

What makes this campaign stand out

✓ Local creative personalisation in 29 metropolitan areas, a rarity at this scale in DOOH
✓ Effective use of DOOH environments (retail, fitness, outdoor, and transportation hubs)
✓ Smooth execution across multiple media owners and formats
✓ Omnichannel synergy supporting Decathlon’s overall marketing plan
✓ A combination of precision, scale and measurable impact

Want to replicate this level of precision, creativity and impact?
Vistar Media’s platform and strategic expertise are built to deliver immersive, location-oriented DOOH campaigns that move both audiences and metrics.
Let’s spark your next success together.

 

Measurement method: Mobsuccess Geolift
Geolift is an in-store uplift measurement model developed by Google and Meta, applied by Mobsuccess to Decathlon’s visit data.