2012 Winners & Shortlists

The Brief

The Zigtech range of shoes from Reebok represents cutting-edge footwear technology. The shoe helps runners accelerate effortlessly while reducing wear and tear up to 20% in key leg muscles. A shoe as innovative as this needed an equally innovative medium to promote it and generate awareness among the target audience, primarily runners.

Creative Execution

In Dubai, most parks are usually teeming with runners of all sorts. So there was no better location to set up this activation exercise and pick from a ready target audience. Besides, Dubai being the speed city, getting a ticket for being slow is almost a joke. So in terms of relevance, this exercise ticked all the right boxes.

Describe the creative solution to the brief/objective.

With the help of a faux policeman and his hand-held speed radar, we picked on slow runners in parks and issued them speed violation tickets. At first glance, these look real. But a closer look reveals that the tickets are in fact Reebok vouchers offering the runners a discount of up to 50% on the Zigtech range of running shoes.

Results

This simple yet effective idea quickly gathered momentum. People began discussing it via social media, PR coverage etc, getting this campaign a lot of earned media. 800 tickets were issued over a span of 7 days at various parks across the city. As the next step to nab more violators, we are planning to take this idea to parks across the GCC.