Home >> Advertising >> Article

Reebok leaves India ‘Flex’ified with Real Flex

04-October-2011
Font Size   16
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.

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

With this partnership, Eros Now further enhances its distribution to the larger screen in India and then across Asia

The agency strengthens its portfolio winning the accounts of Lactalis Group’s Anik range, Germany’s Baby Sebamed, Wagh Bakri - Mili Tea, and brands from Emami Group

Sachin Jain says India is the third biggest market for the diamond brand, contributing 35% to its global business