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DDB MudraMax makes showrooms live for Reebok Jetfuse

The agency used LED screens in all store windows and created a state of the art video which drew a parallel between a jet engine and the shoe’s technology

BestMediaInfo Bureau | Mumbai | June 23, 2014

Reebok-Jetfuse

Reebok has recently launched its JetFuse running shoe. Inspired by a jet engine, the shoe is supposed to use the underfoot current for maximum cushioning. The challenge for the agency, DDB MudraMAx, came in the form of just this. While the shoe's technological strength could be explained when asked, they needed to come up with an image that would connect the shoe to the technology used in a jet engine.

DDB MudraMax decided to meet the consumers as close to the point of sale as possible. They created a campaign to urge people to enter the showrooms and try the new Reebok Jetfuse Run.

“The JetFuse footwear collection is further proof of Reebok's commitment to create innovative and unique performance shoes for runners. Reebok is encouraging people to step out of their comfort zone when it comes to running, and DDB MudraMax team has effectively created visibility and inquisitiveness for the product with people are turning up to check it out,” explained Somdeb Basu, Brand Director, Reebok.

The agency used LED screens in all store windows and created a state of the art video which showcased the working of the jet engine and combined it with the shoe technology. Covering over 100 stores in all the major cities, the campaign used up high eyeball locations like windows, launch zones, FW wall, etc.

Mandeep Malhotra Mandeep Malhotra

Mandeep Malhotra, President, DDB MudraMax, OOH Retail & Experiential, said, “Reebok has always been a brand I have personally enjoyed working on. The current campaign as always had a need for technology and innovation as part of the integral brief. Love the energy that transpires collectively within Mudra and client teams.”

The OOH:

Reebok-Jetfuse1 Reebok-Jetfuse2

Credits:

Client: Reebok

Creative Agency: DDB MudraMax OOH Delhi

President: Mandeep Malhotra

Head of Ideas & Planning: Aneil Deepak

Senior VP: Subhashish Sarkar

Business Head: Manpreet Kaur

Creative Head: Sandeep Mishra

Creative Team: Sanjay Kumar, Sonali Mittal, Goldy Bhutt

Account Management: Vikram Basrao

Sohini.Sen@bestmediainfo.com

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