Posterscope builds intrigue for Reebok EasyTone with 'reveal' campaign

By Surina Sayal , afaqs!, Mumbai | In OOH News | July 27, 2011
The digital OOH campaign, SMS 2 Unveil, engages and builds interactivity between the brand and consumers at a Delhi mall.

Building on intrigue and curiosity, OOH agency Posterscope India recently launched an interactive digital out of home (DOOH) activity, 'SMS 2 Unveil' campaign, for Reebok's toning brand EasyTone.

The campaign has a large-size (35 feet x 15 feet) interactive LED screen set up at the Select City Walk mall in Saket, New Delhi, which has been linked to an SMS gateway. This allows interactivity via text messages.

Initially, the LED screen shows only a woman's face and feet in the Reebok EasyTone shoes. People are invited to text 'EasyTone' to 56767. As texts are received (the number of messages received are also mentioned on a counter on the screen), the image on the screen is slowly unveiled and eventually reveals the woman's well-toned body in a bikini, lying on her stomach.

The idea behind the 'SMS 2 Unveil' campaign is that a woman can also unveil a great new body by using the Reebok EasyTone gear.

Interestingly, due to the live feed, as a person sends an SMS, he/she can see an immediate change in the image with a part of the picture being revealed, thus increasing the interactive capacity of the activity. Once the whole picture is displayed, it disappears and people can once again send in text messages to complete the image.

The campaign began two weeks ago and is a 21-day-long promotion. The entire image of the woman was unveiled after the campaign received 42,000 SMSes. This was achieved on Day 12 of the campaign.

The LED screen also shows the 30-second television commercial of EasyTone, which reinforces the EasyTone ideology of a 'Better Body with Every Move'.

Haresh Nayak, managing director, Posterscope India, says, "DOOH offers a great platform for brands keen to try new approaches or 'media firsts' that can have an added impact on consumers. The starting point for DOOH to be used correctly is the same as any medium -- understanding the consumer."

Nayak claims that until now, more than 50,000 messages have been received for the campaign.

Commenting on the campaign, Vinay Goel, business director, Posterscope India, says, "We, both at Posterscope and Reebok, did not want to use digital as plain media running the commercials; we wanted to create an engagement platform for consumers."

Reebok's expectation from this activity is to create a high level of awareness and buzz amongst all existing and potential consumers of Reebok EasyTone, with an eventual impact on store walk-ins.

Reebok had launched the toning technology last year with EasyTone. This new technology took women by surprise, opening up a new segment in women's fitness. With the product being well-accepted, the company launched apparel for women under the same brand, this year.

Currently, EasyTone is the fastest growing category in Reebok and has helped increase the share of women's business within the company from 15 per cent to 25 per cent in the last one-and-a-half years.

With the response received being favourable, the company and its OOH agency are also looking at exploring more opportunities in upcoming campaigns, using a blend of digital and OOH.

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