Now that the summer holidays are behind us, we are getting ready for a new school year and the hustle and bustle that comes with it. That busyness in September unfortunately means that we - adults - make less time for sport and exercise. Despite our good intentions at the start of a new school year, at a time when sports clubs start training again. With the 'Back with sport, back with joy' campaign, Decathlon wants to encourage people to pick up sports again after the summer holidays. After all, sport is not only healthy, it is above all fun.

Mediaplus, Serviceplan Group's media agency, set up a national radio and digital (display and drive-to-store) campaign to generate traffic and increase brand consideration and purchase intention. The radiospots capitalise on recognisability: from the mother exhorting her child to hurry for school to typical scenes on a football pitch. Each time, a relevant product is linked to the situation.