Here’s a look back at the ‘Ready Starts Here’ campaign launched by Sun & Sand Sports (SSS), a leading sports retailer in the Middle East and part of the GMG group, in partnership with creative agency hrmny.
The campaign intended to give people the courage to begin, calling for messaging that doesn’t preach motivation but, instead, reduces friction, visually, emotionally and behaviourally. The campaign started around the same time as the Dubai Fitness Challenge (DFC) and embraced the same vision to transform Dubai into the world’s most active city by encouraging 30 minutes of daily activity for 30 days.
The brand campaign was mirrored by key activations, in-store at the Mall of the Emirates flagship store, with NIKE and Under Armour; as well as in the Fitness Village on Kite Beach where more than 2,000 people signed up for daily sessions, which included panel talks, runs, pilates sessions, indoor cycling and much more.
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The media push saw the brand gain visibility through more than 12,000,000 views and billboards on Sheikh Zayed Road.
The campaign culminated with the Dubai Run, where more than 300,000 people participated, with SSS as the Main Partner.
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Strategy and rollout of the Ready Starts Here campaign
The brief was about linking up the message of Dubai Fitness Challenge (DFC) with Sun & Sand Sports’ (SSS’) portfolio of sports.
The brand intended to help answer key questions as part of its partnership with DFC, including: How will the consumer react and show up during that month ? How can the brand support their progress? How will SSS be the everyday partner of the customer’s “picture of progress” during the month of DFC?
The ‘Ready Starts Here’ campaign offered a solution: Baby steps, one step at a time. One look. One ritual. One less excuse.
The hero film begins with the narrative that ‘ready’ isn’t the moment of getting fit. It is the part that nobody sees. It inspires:
- Running: “Set your goals, trust the process, and push your pace with @nikerunning.” It called on people to find the right ‘next-level gear’, highlighting the latest NIKE Running collection at SSS.
- Climbing, hiking and trails: “Step with intent. Climb with confidence.” The campaign called on people to gear up for every summit with @thenorthfaceme and @columbiasportswear_me brands at SSS.
- Training: “Your plan. Your power. Your start.🔥 Hit your next session like you mean it.” The campaign inspired people to lock in their training goals with @underarmourme at SSS.
- Cycling: “Pedal with purpose. Ride with power. 🔥” The campaign called on people to unlock performance with @giantbicyclesae and gear up at Sun & Sand Sports, in-store and online.
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As such, the campaign inspired a multitude of activities, whether it’s a run on the road, a bike ride out in the open, a hike up a trail, or lifting weights at the gym. It makes the statement: “Ready doesn’t start at the start line. Ready starts here.”
The creative unlock was built on the core partnership with DFC, and highlighted the cooperation shown by everyday athletes who support each other through their challenges and efforts.
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The visual grammar was built around footwear and tying ones laces, the exact point of time where hesitation becomes movement.
Effort coded cues included a heel on the line; toe-off on a stairway; pedal torque mid-drive; and the sole of the foot biting into the ground. Footwear became the start signal. Motion became the proof.
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CREDITS:
Client: Sun & Sand Sports, GMG
