Нестандартная реклама "The Promise Keeper", бренд: Reebok, агентство: Forsman & Bodenfors

Название: The Promise Keeper
Агентство: Forsman & Bodenfors
Рекламодатель: Reebok
Бренд: Reebok
Страна: Швеция
Сектор бизнеса: Спортивная экипировка и снаряжение
Год выхода: 2011
Вид рекламы: Нестандартная реклама

Describe the brief from the client: The brief was to launch the Reebok ZigTech running shoe to a target audience that are not hardcore runners but interested. The campaign should be interactive and able to live it`s own life and spawn conversation around the Reebok brand. The ZigTech`s product claim is ‘More energy to your feet`. With every step you will be propelled forward thanks to ZigTech`s unique design. But that of course only works if you actually go for a run...

Creative Execution: Every run promised generates personal updates that are spread from the user to all of his/hers friends, spreading the word about The Promise Keeper, Reebok and the Reebok ZigTech shoe. The shoe (with it`s unique design) is visible in EVERY update. Every update also spawns conversation; comments, likes and/or re-tweets spreading the message to even more people. We used Reeboks sport stars by posting personal videos from them directly to people who had made promises reminding them to stick to it, or commenting on their runs or lack of. Many videos even contains the users name making them very personal.

Describe the creative solution to the brief/objective. We created ‘The Promise Keeper`, the first online running application (website, iPhone/iPad-app and Android app) that will actually get you out and run. Every run you promise to make in your online calendar is automatically posted on the social network of your choice and spread to all of your friends. They will also be notified about whether you ran or not. Every update is personal and becomes a direct message that spawns conversation. Everything built on the insight that a promise to everyone you know is more important than a promise only to yourself. Twitter and Facebook followers were sent a direct link to download the app. 

Награды:

• Cannes Lions, 2011 (3 место) Direct Lions (Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media)

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