Advertiser: REEBOK
Agency: OGILVY & MATHER GROUP HONG KONG, OGILVYACTION
Category: Static
Advertising campaign: REEBOK ZIGTECH MARATHON
Account Director: Dorothy Yiu (Ogilvyaction Hong Kong)
Managing Director: David Paysant (Ogilvyaction Hong Kong)
Business Director: Joe Chua (Ogilvyaction Hong Kong)
Chief Creative Officer: Reed Collins (Ogilvy & Mather Group Hong Kong)
Director: Ron Chiu (Tupo Hong Kong)
Art Director: Wing Lee (Ogilvyaction Hong Kong)
Senior Art Director: Ricky Cheng (Ogilvyaction Hong Kong)
Regional Executive Creative Director: Daniel Comar (Ogilvyaction Asia Pacific)
Creative Director: Paul Ho (Ogilvyaction Hong Kong)
Relevancy
It is an unusual and entertaining way to excite and engage shoppers. Using pinball’s thrusters and bumpers, the promoter is able to illustrate Zigtech’s unique feature through a fun and simple game. The mechanic of the game explicitly reflects the product’s key benefit – More propulsion equals to more energy.The engagement plays as an effective icebreaker allowing an increased engagement time between shoppers and promoters, which in turn helps conversion to sales.
Client Brief Or Objective
The product is called Zigtech, Reebok’s most technologically advanced product ever. Its iconic zig-zag sole is designed to increase propulsion - By rechanneling and conserving energy, the shoe enables runners to run further and longer. However, this amazing Zigtech innovation isn’t on shopper’s top of mind when it comes to select sport shoes. Brands, appearances and sizes are the 3 key considerations when shoppers browse for shoes in store. The last thing they want is another technology lecture in-store. We want to excite the shoppers to experience and understand the scientific innovation behind Zigtech in a fun and simple way!
Implementation
We created a simple engagement idea, The “Reebok Pinball Marathon”, using Pinball to convey the concept of “propulsion”.We disrupted the in-store environment with a specially designed pinball machine, which different thrusters explain the technical concept of propulsion in a way the target audience would understand and engage with. To collect more points and win, players must also focus their attention on getting the ball to hit the core product attributes.The more the shoppers play, the more they learn and the bigger prizes they win!
Outcome
The promotion was activated in 10 countries in Asia, with more than 30,000 shoppers participating in the “Reebok Pinball Marathon“ pinball. Shopper-Engagement time increased by 5 minutes in average, conversion rate increased by 39% and most importantly sales increased by 50% from same period last year.