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Reebok leaves India ‘Flex’ified with Real Flex

Reebok leaves India ‘Flex’ified with Real Flex

Author | Shanta Saikia | Tuesday, Oct 04,2011 9:34 AM

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Reebok leaves India ‘Flex’ified with Real Flex

Reebok’s ‘ReeFlex’ campaign has taken off with innovations across media to tap into the festive season and create resonance among consumers. To launch its Real Flex shoes in India, Reebok is using a 360 degree marketing approach, which has taken off with the Real Flex TVC.

Explaining the creative thought process behind the campaign, Sajid Shamim, Brand Director, Reebok, shared, “For every campaign, our main aim is to innovate and put Reebok’s technology forward in a dynamic and creative manner. So, for our ReeFlex campaign, we briefed our agencies to think out of the box and play around with the shoe and its technology. Like in digital, we have created the ‘Flexabets’ game, wherein alphabets have been created by twisting and turning the shoe and members are asked to decipher the words made by the Flexabets in the shortest time span. Similarly, in our OOH campaign, we have taken up an 8,500 sq ft hoarding spread across the Dhaula Kuan, which is now a new landmark for Delhi. With this hoarding we wanted to create an impact at a location which has maximum visibility, reaching out to consumers at a place where he/ she least expects us. And by being the first ones to wrap the metro station, we think we’ve achieved that.”

This campaign has been created by a Sweden-based company Bobby Digital Studios, which specialises in 3D visual effects and interactive media. In India, McCann Erickson is the creative agency for Reebok, and the agency has helped extend the campaign to other media apart from TV.

Carat is the media planning and buying agency, while Mudra Max is handling the creative duties. For online, Reebok is working with Isobar.

Elaborating on the festival plans, Shamim said, “During this festive season we plan to do a number of mall activations enabling engagement and interaction with consumers. We have aimed at creating touch points, wherein a consumer can touch and feel and experience the product and its technology. We will be creating a 15 ft high rock climbing wall outside key retail outlets as this is an activity, which entails maximum footwork and would, therefore, help Reebok showcase the flexibility and adaptability of the shoe better. Professional Flex Trainers will show people various flexibility moves such as back flips and other Parkour inspired stunts to show the technology and flexibility of the shoe in real time.”

He further said that the company was excited about launching the Real Flex in the Indian market this festive season and added, “We are sure it will be one of our highest selling products this season.” He, however, refused to divulge details on the marketing and advertising spends and also kept mum on any sales figures.

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