Decathlon entrusted us with the voice of its BuyBack programme in Switzerland.

Client

Decathlon Switzerland

Sector

Sport · retail

Programme

Context

With BuyBack, Decathlon lets its customers return their used sports equipment in exchange for vouchers. Before launching the programme in Switzerland, one question had to be settled: what should it say about the brand?

A programme like BuyBack can be presented in two ways. As a commercial benefit, centred on the voucher. Or as a conviction: giving sports equipment a second life. Both are true, but they do not tell the same brand story.

Decathlon entrusted us with the programme's voice in Switzerland: finding the starting insight, positioning the message, then turning it into a campaign rolled out across the country, in several languages.

The starting insight

We started from a reality everyone knows: sports equipment sleeping at the back of a cellar or garage. A bike that has become too small, skis no longer used, a racket put away for years.

This insight gave BuyBack a simple, universal entry point. The programme no longer starts with an offer; it starts with a situation everyone recognises.

Benefit or conviction

The core of the work was a choice: put the immediate benefit first, or the brand's commitment. We chose to lead with the conviction, giving sport a second life, and to make the voucher the trigger that prompts people to act.

This positioning anchors BuyBack in the Decathlon brand and gives it a broader reach than a simple commercial operation.

From concept to production

The message was then translated into a creative concept and art direction designed for all of Switzerland, so that every language region would receive the same level of impact. We led the scriptwriting and production through to the final version, ensuring the campaign stayed true to the positioning defined upstream.

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