“Decathlon, a bicycle brand well-established globally but relatively unknown in Canada, aimed to strengthen its presence in the Toronto area after struggling to gain traction despite opening six stores. To change this, the brand set out to cut through the noise by addressing a real scourge impacting the lives of Torontonians: bike theft. The idea: turn stolen bike police reports into discount coupons at Decathlon for a new, affordable bike. The Stolen Discount initiative launched with a video shared through targeted pre-roll ads and Decathlon’s social platforms, supported by PR efforts. The campaign also featured ‘ghost bike’ cutouts on city bike racks and a fullpage ad in the Toronto Star. Influencers like Devo Brown, Cassie Day and ManDem Cycling Club helped amplify the message. The campaign achieved 4.9 million potential impressions and boosted brand awareness in the Greater Toronto Area by 10 percent.”