Reebok's JetFuse revs up for take-off with jet engine concept
DDB MudraMax designs the campaign to bring the customer closest to point of sale
The Reebok
JetFuse running shoe is inspired by the working of a jet engine where
an underfoot current is created by moving air technology which provides
maximum cushioning. The campaign was to sell on this idea and lure the
customer into the Reebok store to try on the shoe. Reebok wanted to
purvey the campaign in a very dynamic way to incorporate the working of a
jet engine with the shoe in a single frame.
The creative
adopted had to be eye-catching and convey the idea of a working jet
engine concept of the shoe in front of the customer. DDB MudraMax
took up the challenge to use technology to do justice to the swanky
concept of the shoe. The strategy was to meet consumers as close as
possible to the point of sale.
LED screens were installed in
store windows which showcased the working of the jet Engine and combined
it with the shoe technology. Interfaces like Window, Launch Zone, FW
Wall, etc.,
were used to communicate the idea. Also, the campaign was
carried forward in-store in a non-digital format to emphasise the
selling point of the campaign.
The communication highlights the fact that the shoe is very technologically advanced in a very practical environment.
Commenting
on the in-store campaign, Somdeb Basu, Brand Director, Reebok, said,
"The JetFuse footwear collection is further proof of Reebok's commitment
to create innovative and unique performance shoes for runners. Reebok
is encouraging people to step out of their comfort zone when it comes to
running and DDB MudraMax team has effectively created visibility and
inquisitiveness for the product where people are turning up to check it
out.â€
Mandeep Malhotra, President, DDB MudraMax - OOH Retail
& Experiential, said, "Reebok has always been a brand I have
personally enjoyed working on. The current campaign as always had a need
for technology and innovation as part of the integral brief. Love the
energy that transpires collectively within mudra and client teams.â€
Reebok JetFuse
DDB MudraMax
Somdeb Basu
Mandeep Malhotra
First Published : June 24, 2014 12:00 am