afaqs!

Reebok takes the EasyTone campaign outdoor

By Rohit Nautiyal , afaqs!, New Delhi | In OOH News | November 17, 2009
Continuing the trend of using outdoor innovatively, the company has used bus shelters and mobile vans to market a shoe for women

Earlier this year, Reebok took a strategic leap into the arena of women's fitness with the launch of Jukari-Fit to Fly -- a fun workout programme combining aerobics, strength training, balance exercises and core training -- developed in association with Canada-based entertainment company Cirque De Soleil. This was followed by the launch of The Reebok Shiamak Bollywood Workout, comprising a fusion of Bollywood music, dance and fitness.

The company has recently launched EasyTone in India, which is claimed to be a shoe that helps women to tone butt and leg muscles with every step they take. The product proposition is to get a well-toned body by simply wearing the shoes. The company claims that the shoe helps tone key leg and butt muscles by using advanced balance pods built into the shoe. This proposition is also reflected in Reebok's global campaign for EasyTone.

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The campaign has been localised in India through a 30-day consumer satisfaction challenge, aimed to build credibility. By taking the challenge, the consumer is free to exchange the shoes in case she isn't satisfied with it.

Sajid Shamim, executive director, marketing and product, Reebok tells afaqs! "We are confident about the technology and would like to build the same confidence in our consumers. We are also gifting a pair of fitness tights, designed by Manish Arora, to EasyTone buyers to delight them with a whole fitness package -- a great product, a valuable gift and a 30-day satisfaction guarantee."

The company has launched a multi-media campaign, including print, radio and on-ground activations. The campaign focuses specially on outdoor, executed across bus shelters and mobile vans.

The bus shelter carries a backlit cut-out of a woman's body below the waist line. The copy reads, 'Simply wearing the shoe will get your butt toned. Take our 30-day satisfaction challenge.'

The same creative has been executed on the mobile vans, where a mechanism has been used to show that a woman's legs are moving.

Targeting women in the age group of 16 years and above, the outdoor campaign is being rolled out in Delhi, Mumbai and Bengaluru.

In 2008, afaqs! had reported about Reebok's outdoor displays for women's and children's segments. The summer fashion footwear collections for women -- Rallie, Rallie Dance and Moove Mint -- were put up on rotators, with the aim of bringing out the vibrant colours of the three footwear ranges.

Also, as part of the Made to Play campaign, child mannequins, dressed in sports attire from the Reebok Juniors range, were placed on bus shelters at strategic locations near Reebok outlets.

Shamim adds, "Innovations are key to Reebok's outdoor strategy. Reebok has always believed in using the medium of outdoor innovatively to present the brand message to the consumer and breaking the clutter. Reebok's mission is to be a woman's best friend and we will leave no stone unturned in pursuit of the same."

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