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Size does matter in Reebok’s OOH campaign

30-September-2011
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Size does matter in Reebok’s OOH campaign

BIG Street, the OOH initiative of Reliance Broadcast Network Ltd, and Mudra Max have created the largest out-of-home display for Reebok’s new range of running and training shoes, called ‘ReeFlex’, on the façade of the Dhaula Kuan Airport Metro Station in Delhi.

BIG Street, which holds the advertising rights to the display media in the Delhi Airport Metro Express stations, proposed the branding of the Dhaula Kuan Airport Metro Station’s façade – an enormous glass structure overlooking the busy NH8 stretch. Subsequent to the approval of the concept by Reebok, Mudra Max completed the execution, branding the mid portion of the façade, a huge area of about 8,602 sq feet.

Since the canvas itself was a building, high quality one-way contra vision from 3M was used, which was unobtrusive to the metro passengers inside the station, but was visible to motorists and pedestrians on the road. The impact of the communication has been compounded by the fact that the station is bang opposite a traffic light, ensuring a captive audience for a good 2-5 minute.

Commenting on the campaign, Rabe Iyer, Executive Vice President, RBNL & Business Head BIG Street & BIG Live, said, “BIG Street has time and again proved its ability to create eye-catching innovations for its clients. This cutting edge display for Reebok has firmly positioned BIG Street as a ‘thought leader’ in the out-of-home space.”

Mandeep Malhotra, President, Mudra Max, OOH, added here, “It has always been a pleasure to work on Reebok. The passion and desire to create innovative OOH by team Reebok gives us the kicks to run around and deliver the best campaign after campaign. We are thankful to BIG Street to come forward and extend their support to us and our brands in creating a lot of firsts.”

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