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Posterscope reveals the story in parts for Reebok Easytone

Posterscope reveals the story in parts for Reebok Easytone

Author | exchange4media Mumbai Bureau | Thursday, Jul 28,2011 8:54 AM

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Posterscope reveals the story in parts for Reebok Easytone

Posterscope India recently carried out a digital outdoor activity for Reebok EasyTone, where an interactive LED screen was linked with SMS gateway, and every SMS received revealed the creativity in parts, so that finally the whole story falls into place. In this activity the consumers see a partial visible girl who is wearing a pair of EasyTone shoes.

Posterscope along with Reebok have initiated the idea of interacting with consumers through the SMSes and the digital screen. The campaign across road see neon lighted hoarding along with the consumer getting to interact with OOH media through SMS has been seen for very first time.

In an attempt to create a high degree of excitement and engagement around the EasyTone campaign, Reebok is making good use of the outreach of an OOH media. A partly hidden image of the EasyTone campaign has been put up on a huge LED outside Select City Walk, a leading mall in New Delhi. Through this campaign Reebok is capitalising on the intrigue value of a consumer/ potential consumer. Whenever a user SMS’s EasyTone to 56767, a part of the campaign gets unveiled. Due to a live feed, whenever a person sends SMS, he/she sees an immediate change in the image with a part of the campaign getting revealed, thus increasing the interactive capacity of the activity.

Haresh Nayak, Managing Director, Posterscope India, said “OOH offers a great platform for brands keen to try new approaches or ‘media firsts’ that can have added impact with consumers. As with any (relatively) new medium, advertisers don’t want to jump in unprepared, and this is where our own commitment and investment is helping our clients. The starting point to using OOH correctly is the same as any medium, understanding the consumer. Posterscope’s OCS research offers our planners, and clients the best available insight into consumers’ attitudes to digital, supported with our global thought leadership in the OOH domain via its work and case studies, add lot of value in implementing cutting edge OOH.”

The whole idea behind ‘SMS 2 Unveil’ campaign is that a woman consumer can also unveil a great new body by using the Reebok EasyTone gear. Due to its premier positioning and innovative concept, Reebok has received response with the sms’s crossing 4500 in the first 3 days! The Reebok EasyTone LED full campaign is revealed on the Reebok India facebook page too.

Commenting on the campaign, Vinay Goel, Business Director, Posterscope India, said, “Our global leadership in digital OOH helped us brainchild this idea. Both at Posterscope and Reebok we, did not want to use digital as plain media running the commercials; we both wanted to create an engagement platform for consumers. Knowing this is the first-of- its- kind we are looking forward to explore more such opportunities and bring in some never –seen- before blend of digital and OOH.”

The LED screen also shows the 30sec EasyTone TVC which reinforces the EasyTone ideology of a ‘Better Body with Every Move’. Reebok’s expectation from this activity is to create a high level of awareness and buzz amongst all existing and potential consumers for Reebok Easy Tone with an eventual impact on store walk-ins.

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