afaqs!

Flexing with ReeFlex

By Nandana Das , afaqs!, New Delhi | In OOH News | October 21, 2011
Reebok has created 16-feet high rock climbing walls in two malls in Delhi and NCR (National Capital Region) for consumers to experience the ReeFlex shoes in the right environment.

In a bid to promote the newly-launched shoes ReeFlex, Reebok is currently executing some below the line activities such as rock climbing and Parkour performances across various malls in Delhi.

For this, Reebok has created 16-feet high rock climbing walls in two malls in Delhi and NCR (National Capital Region) for consumers to experience ReeFlex shoes in the right environment. The activity showcases the flexibility and adaptability of the shoe better as the participants climb the wall wearing the newly-launched shoes.

Other than this, the company has also organized performances by Parkour artists at the venue. Parkour is a sport that allows participants to overcome obstacles with speed, efficiency and agility. The artists display various flexibility moves such as back flips and stunts in order to bring alive the technology and flexibility of the shoe in real time.

Talking about the brief, Devika Sharma, managing partner, Candid Marketing, the agency which executed this activation, says, "We were asked to engage with prospective consumers through an activation campaign which will reveal the USP of the product - its flexibility."

The campaign which targets men and women across all ages in Sec A and A+, aims to create hype and awareness about the newly-launched shoes, communicate its USP, as well as allow the target audience to experience the product.

The activity, which will be on until the end of October, is being carried out in Select City Walk (Saket), and Ambience Mall (Gurgaon).

Talking about the challenges, Sharma mentions, "The challenge was to bring alive the USP of the shoe in a stationary location. Needless to say, maintaining safety was another challenge while executing the activity."

Talking about the response to the activity, Sharma says, "There is huge participation from the target group. The shoes, too, have received a positive response. More than 10,000 people have already participated in the activities."

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