The most recent transfer in MullenLowe’s portfolio: Decathlon teams up with MullenLowe for the best BTL games Posted on


Decathlon begins in force this autumn, after choosing as BTL teammate the MullenLowe agency, with whom they have already made a fine figure away, in Bacău. Thus, after many hours of training, MullenLowe has proven that it has the energy and the team to help the retailer bring sport closer to Romanians.

“We took upon the mission of making sport accessible to a wide audience in Romania and the expertise proven by MullenLowe in BTL helps us organize events and activations to motivate Romanians to have a healthier lifestyle, discover the pleasure of movement and understand the need of wearing a suitable equipment for any activity”, said Lăcrămioara Roșca, Communication Responsible, Decathlon Romania.

Although they had just teamed up, Decathlon and MullenLowe already had their first derby in Bacău, along with the opening of the retailer’s first store in this city, within Hello Shopping Park, and the third store opened in the Moldova region.

“We already knew that Decathlon was a brand loved by Romanians, and we were impressed by the enthusiasm with which the people in Bacau received the news of opening a store in their city. We aimed to transpose to our activities the quality of Decathlon’s products as well as the passion for sport, and the fact that so many people accepted our challenge to do sport gave us a boost of energy”, adds Oana Popescu, BTL Manager, MullenLowe.

The outdoor activation took place before the grand opening of the store in Bacău and brought together over 2,000 people who attended a series of competitions organised by Decathlon and MullenLowe. Moreover, the passers-by had the opportunity to test the equipment and the sports articles and were even challenged to check the resistance of some products – for instance, they unsuccessfully tried to tear up a pair of hunting trousers or break a cyclist helmet.

The Decathlon store in Bacău was launched through a conference organized by Golin and attended by journalists and bloggers, as well as representatives of local authorities and sports personalities.

Also, the opening of the new store was supported by an outdoor communication campaign handled by Initiative, which included stationary and directional billboards.

On behalf of Decathlon: Lăcrămioara Roșca, Communication Responsible, Decathlon Romania.

The MullenLowe team included Oana Popescu (BTL Manager), Mihaela Rotariu (Senior BTL Executive) and Manuela Gogu (Creative Integration Director); Golin was represented by Ana Trif (Director), Raluca Mănăilă (Senior Media Associate), Irina Gonța (Junior Media Associate) and Thedeea Gherlan (Digital Manager), whereas Initiative was represented by Andreea Dinescu (Deputy Managing Director) and Luiza Popa (OOH Media Buyer).