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 Posted: Thu 2:15, 05 Sep 2013 Post subject: Posterscope builds intrigue for Reebok EasyTone wi |
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Posterscope builds intrigue for Reebok EasyTone with 'reveal' campaign,[link widoczny dla zalogowanych]
The digital OOH campaign, SMS 2 Unveil, engages and builds interactivity between the brand and consumers at a Delhi mall.
Building on intrigue and curiosity,[link widoczny dla zalogowanych], OOH agency Posterscope India recently launched an interactive digital out of home (DOOH) activity, 'SMS 2 Unveil' campaign,[link widoczny dla zalogowanych], for Reebok's toning brand EasyTone.
The campaign has a large-size (35 feet x 15 feet) interactive LED screen set up at the Select City Walk mall in Saket,[link widoczny dla zalogowanych], New Delhi,[link widoczny dla zalogowanych], which has been linked to an SMS gateway. This allows interactivity via text messages.
Initially, the LED screen shows only a woman's face and feet in the Reebok EasyTone shoes. People are invited to text 'EasyTone' to 56767. As texts are received (the number of messages received are also mentioned on a counter on the screen), the image on the screen is slowly unveiled and eventually reveals the woman's well-toned body in a bikini, lying on her stomach.
The idea behind the 'SMS 2 Unveil' campaign is that a woman can also unveil a great new body by using the Reebok EasyTone gear.
Interestingly, due to the live feed,[link widoczny dla zalogowanych], as a person sends an SMS,[link widoczny dla zalogowanych], he/she can see an immediate change in the image with a part of the picture being revealed,[link widoczny dla zalogowanych], thus increasing the interactive capacity of the activity. Once the whole picture is displayed, it disappears and people can once again send in text messages to complete the image.
The campaign began two weeks ago and is a 21-day-long promotion. The entire image of the woman was unveiled after the campaign received 42,000 SMSes. This was achieved on Day 12 of the campaign.
The LED screen also shows the 30-second television commercial of EasyTone,[link widoczny dla zalogowanych], which reinforces the EasyTone ideology of a 'Better Body with Every Move'.
Haresh Nayak,[link widoczny dla zalogowanych], managing director, Posterscope India, says,[link widoczny dla zalogowanych], "DOOH offers a great platform for brands keen to try new approaches or 'media firsts' that can have an added impact on consumers. The starting point for DOOH to be used correctly is the same as any medium -- understanding the consumer."
Nayak claims that until now, more than 50,[link widoczny dla zalogowanych],000 messages have been received for the campaign.
Commenting on the campaign,[link widoczny dla zalogowanych], Vinay Goel,[link widoczny dla zalogowanych], business director, Posterscope India,[link widoczny dla zalogowanych], says,[link widoczny dla zalogowanych], "We,[link widoczny dla zalogowanych], both at Posterscope and Reebok,[link widoczny dla zalogowanych], did not want to use digital as plain media running the commercials; we wanted to create an engagement platform for consumers."
Reebok's expectation from this activity is to create a high level of awareness and buzz amongst all existing and potential consumers of Reebok EasyTone,[link widoczny dla zalogowanych], with an eventual impact on store walk-ins.
Reebok had launched the toning technology last year with EasyTone. This new technology took women by surprise,[link widoczny dla zalogowanych], opening up a new segment in women's fitness. All pages of the Website are subject to our terms and conditions and privacy policy. You must not reproduce, duplicate, copy, sell, resell or exploit any material on the Website for any commercial purposes.
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