MediaCom and mCanvas recently launched an interactive and innovative ad campaign for Reebok’s line of PureMove Bras. The sports bra responds and adapts to movement to provide women with customised control and support, exactly where and when they need it.
The goal of the campaign was to make women realise how uncomfortable working out is in their current bras before providing them a solution in the form of Reebok’s PureMove Bras. As the user jumped, the motion sensor in the phone tracked the number of jumps and then revealed the brand’s story.
Reebok’s motion sense technology is the result of treating a performance-based fabric with sheer thickening fluid (STF) — a gel-like solution that takes a liquid form when in a still or slow-moving state and contrastingly stiffens and solidifies when moving at higher velocities.
“For too long, consumer insights have identified frustrated female consumers who feel unsatisfied with their sports bra options. We are proud of the technological advancements Reebok’s line of PureMove Bras have made in the market and the technology that Mediacom and mCanvas have implemented for the launch is well aligned with the campaign’s marketing objectives,” said Himanshi Tandon, Lead, Digital Marketing, Reebok.
Commenting on the campaign, Niti Kumar, Managing Partner, MediaCom, said, “The creative format combined with the motion sensors worked beautifully in capturing the user’s attention and seamlessly delivered the message we wanted to convey to women. Innovative use of media is at the heart of all the planning we do for Reebok and this partnership with mCanvas has brought alive the perfect combination of insight, innovation and interactivity for the PureMove Bra campaign.”
Vishal Rupani, Co-founder and COO, mCanvas, said, “More and more marketers are recognising that although a smaller screen, mobile as a platform provides for great storytelling experiences that creates two-way communication between brands and consumers. And at mCanvas, we creatively use phone features and sensors to do that. Reebok’s campaign is a success story in the making for us as we are able to create engaging and memorable experiences for their consumers.”