Reebok Real Flex takes an Out of Home walk

The OOH campaign was conceptualised and executed by DDB Mudramax OOH, Delhi, at 100 locations in Delhi, Hyderabad, Mumbai and Chennai

BestMediaInfo Bureau | Delhi | November 20, 2013

The Reebok Real Flex shoe is extremely flexible and can accommodate any type of running or exercise. The brand wanted to cover all malls and major traffic junctions in specific cities with specific focus on traffic which would visit areas having Reebok showrooms.

The campaign objective was to urge people to visit the showrooms and try the new Reebok Real Flex. The OOH campaign involved 100 locations in Delhi, Hyderabad, Mumbai and Chennai. It was conceptualised and executed by DDB Mudramax OOH, Delhi.

The creative idea was to showcase the flexibility of the shoe through clear hoardings and mall facades and to meet consumers as close as possible to the point of sale. The challenge was to map the best possible traffic routes to the preferred shopping areas/malls and hit the traffic with relevant information.

The campaign went live on November 12, 2013 with an execution at all the retail stores showcasing the flexibility of the shoe – three acrylic circles were made with lighting and rotation and placed in premium windows which showed varying flexible angles of the shoes. The communication creatives highlighted the fact that the shoe is very flexible.

Mandeep Malhotra, President, DDB MudraMax, OOH, Retail and Experiential, said, “This is another brilliant idea and execution by the team to showcase the 'flexible' attribute of this shoe. Done in OOH and Retail formats, the innovative execution commands appreciation from everyone. We would like to thank the client for believing in us and giving us an opportunity to do this fabulous campaign.”

Credits:

Agency: DDB Mudramax OOH, Delhi

President: Mandeep Malhotra

Head of Ideas: Aneil Deepak

Senior VP: Subhashish Sarkar

Business Head: Manpreet Kaur

Account Management: Vikram Basrao

Creative Head: Sandeep Mishra

Creative Team: Shonali Mittal, Goldy Bhutt, Sanjay Kumar

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