Mapped to Move
This on-ground activation with bespoke technology was a regional first, where we challenged the brand to do something unique and impactful to introduce the new Zprint shoes to market. By taking a different approach, breaking away from expensive traditional marketing, we were able to connect with consumers on a different level and create huge ROI for the brand.LB
Traditionally, sports brands in the region promote their various products on the back of celebrity endorsements with massive advertising budgets. Product performance superiority is claimed by all brands and is often supported with complex scientific proof. Consumers are left with too many choices and their decision becomes just as much emotional as it is rational. Reebok needed to launch its new Zprint3D running shoes, showcasing the maximum cushioning, comfort and performance. The brief and objectives were to break through the tough competition to reach consumers in a way that would create awareness and hype around the launch, driving sales for the new range.
Our wider target audience was men and women between 18 to 35 years old, ABC social class, who represent 33% of the total population in Lebanon. They regularly run, workout and wear sports clothing and footwear even when they’re not training. For a large majority, running is more often a fun and personal activity. However, with the advent of wearable technology which can track running performance, a core set of consumers has emerged who take a more competitive approach to running, socially sharing their results. It is the social side of running, both the fun and the competitive, which we wanted to leverage. This was the niche audience we wanted to reach – those working out in gyms and regular looking at new training shoes, the influencers who are looked upon as experts to recommend brand choice. We knew that getting the gym bunny influencers’ approval of the Zprint was key to reaching the wider user group.
We wanted to bring together the world of sport, fashion, sociability and Word of Mouth. So our strategy therefore was Social Interaction. Through an interactive experience, we wanted to bring together a sporting community, who could try the new Reebok Zprint 3D shoes and share the experience. We planned to launch a fresh and exciting brand experience that would get everyone talking.
By strategically placing the activation in the country’s most popular gyms and reebok stores, we would appeal to both the competitive and social nature of our audience.
We launched a regional first augmented reality experience that bought the sensation of open, outdoor running planes into Reebok stores and gyms across the city. The activation invited participants to try on the new Zprints and enter a running experience that simulated heat, cold, rain and snow according to the speed they run at and the landscape they are running through. It consisted of running a 300m track on a mechanical treadmill for a natural feel with no obstructions. 3 screens surrounding the treadmill allowed the runner to be taken to an outside world creating an immersive experience of reality. The faster the treadmill, the faster the in game runner goes and moving through different levels.
Depending on the scenery the runner was in – Rocky Desert, City, Snowy Mountains - cold, heat waves, wind and sprinkles of water occurred within the game while immersive 3D sounds were set to put the runner in the middle of the environment as echoes and music came from all areas simulating depth depending on the atmosphere he was in with motivational messages popping up on the screen along with speed, calories burned and time.