Last updated : May 16, 2007
Cricket, soccer, tennis
and basketball have all found their place on the advertising map, finding favour with clients thanks to their huge fan bases. But what about plain old running? Is it a sport that people admire?
In order to motivate runners and promote running races, Reebok has released in India a global campaign called 'Run Easy'. A TVC has also been unleashed, which is a part of Reebok's global 'Run Easy' campaign, created by the New York based agency, McGarry Bowen.
Says Subhinder Singh Prem, managing director, Reebok India, "With 'Run Easy', Reebok wants to redefine people's perception about running as a sport merely for the fittest. The idea is to enhance Reebok's association with consumers of all levels of athletic ability and promote running as everyone's sport."
Adds Prem, "Running is a sport that is well suited to India. It's a common man's sport and the most economical one - all you need is a pair of running shoes and a running track. In a nation which is dominated by cricket, Reebok wants to create and evolve a sport which will involve the consumer directly and not just as viewers."
Reebok's 'Run Easy' TV spot celebrates the joy of social running "at the speed of chat". In the TVC, one can see sports celebrities such as Thierry Henry, Carolina Kluft, Aries Merritt, Vince Young and DeAngelo Hall, Rahul Dravid, MS Dhoni, Nicole Vaidisova and Chad Johnson running. Each celebrity depicted in the campaign participates in a non-linear conversation, seamlessly intertwined to create one fun story, demonstrating that consumers can 'Run Easy' anywhere in the world.
As a part of the campaign, Reebok has launched an interactive website, GoRunEasy.com. GoRunEasy.com allows consumers to map out and share their favourite running routes and also post scenery snapshots of the coolest sights to take in while on the run. At GoRunEasy.com, consumers can upload music playlists, join discussion groups with other runners and watch the TVCs.
© 2007 agencyfaqs!First Published : May 16, 2007