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Insight 

Traditionally, sports brands in the  region promote their various products on the back of celebrity endorsements with large advertising budgets, supported by performance and scientific claims. 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 challenge was 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.  

Its 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 Carat wanted to leverage. This was the niche audience it 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. The agency knew that getting the gym bunny influencers’ approval of the Zprint was key to reaching the wider user group.  

Strategy 

With these insights at hand, Carat knew it wouldn’t reach its target audience with a TV Commercial or print ad, sociability and influence were key. It also knew that it needed an approach that would allow Reebok to cut through the clutter.  

It wanted to bring together the world of sport, fashion, sociability and Word of Mouth. So the strategy therefore was Social Interaction. Through an interactive experience, it wanted to bring together a sporting community, who could try the new Reebok Zprint 3D shoes and share the experience. It 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, it would appeal to both the competitive and social nature of the audience.  

Execution 

Carat 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. Three 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.  

Results 

As a regional first activation of this kind, this campaign created a lot of buzz as on ground consumers marveled at not only the creativity of the advertising but also about the shoes!  

The campaign launched a new product to market, in a highly competitive environment and with great success.  

- The average sell through rate of the Zprint was 53% against the inventory stocked during the six week campaign period 

Zprint became the leading the footwear category during Beirut Fashion Week with four products in the top 10 sellers. 

- The men’s red Zprints performed best with a 71% sell through rate, a hugely impressive statistic for a newly launched product in this category.

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Brand:
Reebok
Brand Owner:
Adidas Group
Categories:
Accessories/Clothing/Footwear
Sport/Leisure
Region:
Lebanon
date:
September - October 2016
Agency:
Carat
Media Channel:
Digital,Online
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