Special thanks to our partners Cossette Media, Rethink and Hivestack for their collaboration in this campaign.

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The challenge

• On July 19th, 2024, a global cyber outage disrupted major services.
• Rethink, Decathlon’s creative agency, aimed to quickly leverage this news to promote the brand by updating their DOOH ads to capitalize on the “blue screen of death” and encourage Canadians to enjoy outdoor activities.

The solution

• Partnering with Cossette Media and Rethink, billups used the Hivestack platform to launch a 100% programmatic DOOH campaign within three hours.
• The updated ad featured the "blue screen of death" and ran on digital billboards and street-level screens in Montreal and Toronto, offering 50% off outdoor goods and promoting a screen-free day.

The results

• The campaign achieved nearly 1 million impressions in a little over 6 hours, on the commute home for the weekend, and received global attention.
• By utilizing programmatic DOOH, Decathlon effectively capitalized on a timely event, driving significant brand awareness and engagement.

When almost every screen in the world looked like this, Decathlon switched their DOOH buy to this – an invitation to get outside,” said Xavier Blais, Executive Creative Director at Rethink.

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