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FMBX News
Posted: Apr 15, 2011
Brave in drive from gym to stores for DW and Reebok
Creative agency Brave is taking Reebok ZigTech and EasyTone training shoes direct to consumers in a national ‘trial on tour’ throughout the UK and Northern Ireland, with a key emphasis on driving sales.
The live marketing is the highlight of a layered and integrated marketing campaign which will include content partnerships with media partners such as Elle and Men’s Health, as well as online marketing on social media sites.
‘Reebok Trial on Tour’ starts on 18th April and runs in DW gyms and retailers for 11 weeks, taking ZigTech and EasyTone direct to potential consumers and letting them experience the product first hand. The experiential drive is two-fold:
- Brave has designed unique, unmissably-bright ZigTech and EasyTone ‘lockers’ which will tour DW gyms staffed with brand ambassadors who will encourage consumers to trial the shoes during their gym workout. Once they’ve completed their workout, they return the shoes to the ambassadors who gather key feedback and give consumers a monetary incentive for ZigTech and EasyTone footwear and apparel at DW Sports Stores.
- At the same time, ambassadors will tour Retailers with a different, modular presentation kit, giving people the chance to engage with the shoes through an Instant Win scratchcard promotion. Every consumer is given a scratchcard with a unique code which they have to match with a code hidden inside special display-model shoes. Winners get a free pair of ZigTech or EasyTone shoes.
Jo Sasso, account director at Brave explained: “Reebok knows that the best way of telling people about the technology and science that goes into every ZigTech and EasyTone shoe is to let them experience the shoes first hand…or perhaps we should say, first foot! This campaign has been planned to engage with people in the most appropriate way in the most appropriate locations – and, of course, the vitally important data captured during the drive will be used to engage participants in the longer term.”
