DDB MudraMax executed an OOH campaign in Mumbai and Delhi for Reebok’s CrossFit. As part of the campaign, dummy containers of ‘CrossFit Gym’ were placed on conveyor belts at Delhi airport to highlight the message, ‘The Sport of Fitness has Arrived in India’. This was done to mark the brand’s arrival in the country.
Commenting on the campaign initiative, Sajid Shamim, Marketing Head, Reebok said, “Through this activity we have capitalised on an uncluttered medium to enter the consumer mind space in an innovative and fresh manner. Our main aim was to create a buzz and with the use of the conveyer belts we wanted to emphasise on the 'Arrival' of the Sport of Fitness. We have used a very novel platform to showcase CrossFit and the appeal of the nature of the activity has enabled us to reach our target audience.”
The objective of the activity was to drive home the arrival of the ‘Sport of the Fitness’ (CrossFit fitness program). The airport environment ensured high footfall and high visibility for the activity and choice of medium (conveyor belts) ensured that consumer attention was grabbed through the element of surprise.
To watch the campaign video, click here…