Brand & Client : ADIDAS KOREA REEBOK / REEBOKAgency : INNOREDBrand: Reebok Title: ZPump Fusion - Subway Pump Battle!Credits : All INNOREDCampaign Background is this. Human were naturally born to move for survival otherwise become nonviable. Constant movement is what brings physical fitness and activation. However with the development of civilized society, people tend to consider sitting down as a natural phenomenon. ‘Convenience’ is the core reason that let people do various activities while seated. This brought us the conclusion that it is necessary to inspire these people and give them a reason to escape from the daily convenience. REEBOK ZPump provided motivation to people in correcting their attitude towards movement. This campaign was organized with the purpose of providing ordinary people with more healthy and enjoyable movements in their everyday life.Campaign Idea: Subway station is a frequently visited place of public everyday. Here, people naturally stay seated while waiting for the subway to come. There is something incredible hidden behind the advertisement screen set. People with their eyes glued to their cell-phone lift their head up and respond with curiosity when they find themselves appear on the screen. At the same time, the person on the opposite side also appears on the screen surface. Then the game battle begins between the two people in the count of ‘Three, Two, One Go!’.When the start light is turned on, they participate in the game battle actively pushing the Pump buttons. While their desire for wining starts burning, they can hardly conceal their feelings of victory or defeat. This REEBOK campaign awakened people’s potential for dynamics through game which presented people with easy and enjoyable movements in their daily. Moreover, INNORED is operating the first campaign with REEBOK, “Get moving, #Get Pumped”, based on the brand message keeping the differentiation with other fitness brands.Results : Determined communication on both off and on-line community for better efficiency on delivering the brand message. Customer participation Event managed on Facebook(http://goo.gl/lQj1N4), and Instagram along with Youtube Viral Video Open, and offline spot pump battle also intrigued affirmative responses(http://goo.gl/YrbUiM). This campaign also including video and online event, offline battle event attained total 1,069,230 views in 2 weeks. Due to the change of season, this campaign attained active responses from not only the main targets, who are interested in workout with the seasonal change, but also gained affirmative responses from the public.
Brand: Reebok
Media: Ambient
Category: Clothing & footwear
Agency: INNORED
Geo: South Korea
Reebok: Subway Pump Battle
Advertising Agency: Innored, South Korea
Media : Direct Marketing
Executive Creative Director : Neel Majumder