Primesite 'shoes' off the new Reezig by Reebok

By afaqs! news bureau , afaqs!, Mumbai | In OOH News | November 11, 2010
The agency has created larger than life replicas of the Reebok zig zag shoes on billboards in Delhi to attract the attention of passers by.

Don't be surprised if you see a big sports shoe on a hoarding. Primesite (out of home solutions), the strategic business unit of Mudra Max, has created a catchy innovation for Reebok's new Reezig brand of shoes.

Hoardings carrying 16X8 feet larger than life replicas of the Reezig shoe have been placed in five strategic locations in Delhi. The replicas were fabricated using high end moulded fibre. The creative reads, 'Reezig - The energy drink for your feet'. The outdoor campaign is also being carried out in Mumbai, Hyderabad, Bengaluru, Chennai, Punjab and Kolkata and will go on for 21 days.

The main objective of the campaign was to use the uniqueness of the iconic 'geometric zig zag shape' of the outsole to reinforce the benefit of the Zigtech technology. The campaign focuses on communicating the benefits of 'Reezig' shoes crafted with ZigTech technology, signifying the importance of reducing the wear and tear of the leg muscles by up to 20 per cent.

The larger than life projection of the shoe has been able to attract the attentions of passers-by and effectively break clutter in the market. Besides billboards, pole kiosks, translites, runner boards and bus shelters, mall elevators and drop downs inside malls have also been used.

Commenting on the campaign, Mandeep Malhotra, president, Mudra Max OOH, says, "Bringing the product to life was the objective and we were successful in doing so, thus allowing the consumers to actually sense and feel the brand closely and in turn, translate traffic into stores."

Sajid Shamim, director, marketing, Reebok, says, "The larger than life shoes bought Zigtech's unique zig zag shape to life and created unprecedented noise and talk in the market. At Reebok, we believe in being clutter breakers and Primesite has helped us achieve exactly that."

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