G2rams wins Zigtech activation mandate from Reebok

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | November 04, 2010
The company has designed Reezig Activity Circuits, where customers can go through a specially designed module to get a first-hand experience of the shoe

G2rams, the marketing service agency of the WPP Group, has won the activation mandate for Reebok's Zigtech shoes. The company's previous work and reputation helped it to win the consumer connect initiative.

To extend Zigtech's experience to its prospects, G2rams has created Reezig Activity Circuits, where potential customers, mainly males, will get an opportunity to get a touch and feel experience by wearing Zigtech shoes.

In this BTL (below-the-line) activity, the consumers will go through a specially designed module called the Reebok Energy Circuit, which has been created at gymnasiums and malls across cities. The activity is being carried out at gyms such as Fitness First and malls such as Select City Walk (Delhi);The Great India Place (NOIDA); Ambience Mall (Gurgaon); R City, Inorbit Mall and Phoenix Mills in Mumbai; and Mantri Mall and Forum Mall in Bengaluru.

The event kick started on October 16 and will go on till mid-November. It could be extended depending upon consumers' response.

Sameer Mutreja, managing director, G2rams, says, "The activity allows the unique 'Zigtech' brand to connect with its audience and allow them to touch, wear and 'test' the shoe. It will give consumers the opportunity to compare Zigtech with a regular running shoe and impress the wearer with the technology's ability to reduce stress and wear and tear in the user's musculature in lower legs."

Reebok's latest launch, Zigtech, is designed and positioned as the 'energy drink for your feet'. Its sole propels one forward, while reducing wear and tear up to 20 per cent on key leg muscles, thereby enhancing quality workout and performance.

For the time being, G2rams will handle this account, while future activities of the company will be decided on other pitches.

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