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DDB MudraMax lights up streets & stores for launch of Reebok One

26-September-2013
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DDB MudraMax lights up streets & stores for launch of Reebok One

Reebok recently embarked on an outdoor advertising drive to create visibility and awareness for its new Reebok One Series of running shoes. To achieve this, the DDB MudraMax OOH team decided to cover malls and major traffic junctions of various cities, with specific focus on the traffic junctions which were near the Reebok showrooms.

The campaign’s objective was to urge people to visit the showrooms and try the new Reebok One.

The Reebok One Series features three distinct zones, complementing the runner’s needs at the respective phase of the gait. To highlight the USP of the shoe, the DDB MudraMax team came up with the idea of lighting the three parts or zones that help a person to land softly, transition smoothly and push forward quickly. The creative idea was to relate the foot movement with the zones in the shoe and the strategy was to take good clear hoardings and mall facades and highlight the three key functions of the shoe.

The campaign went live with an innovation done at Sikanderpur (Gurgaon) with the help of sequential lighting, highlighting the three parts of the shoe. The OOH campaign was executed via hoardings, unipoles and mall facades at Delhi, Mumbai, Bangalore, Kolkata, Chennai and Hyderabad, covering all the premium malls where Reebok has retail stores.

Commenting on the campaign, Somdev Basu, Brand Director, Reebok said, “Reebok One is a high impact campaign designed to ensure that the consumer gets attracted towards the product and understands how the three zones can help a runner. This is being conveyed at every touch point, be it retail or OOH. The consumer is introduced to this technology powered shoe in a compelling manner.”

Mandeep Malhotra, President, DDB MudraMax – Outdoor, Retail and Experiential added here, “We were thrilled to welcome the three-layered brief from Reebok and the team did a fantastic job. We have been working hard on DDB MudraMax being the agency to tell a story on a single frame. This innovative campaign, besides reaching out to prospective consumers, brought the wow factor back in innovative lifestyle footwear campaigns.”

Campaign credits:
Unit Name: DDB Mudramax OOH Delhi
President: Mandeep Malhotra
Head of Ideas: Aneil Deepak
Senior Vice President: Subhashish Sarkar
Business Head: Manpreet Kaur
Account Management: Vikram Basrao
Creative Head: Sandeep Mishra
Creative Team: Shonali Mittal, Goldy Bhutt, Sanjay Kumar

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