2015 Winners & Shortlists

The Campaign

Non applicable to this entry

Results

In a competitive segment of the street culture/fashion industry it's difficult for a 'newbie' to stamp their mark, especially in the world of trainers/sneakers. Nike, adidas and PUMA are all very active in Dubai's scene so when Reebok wanted to reintroduce the Reebok Classic range the first real challenges were 'how are we going to get heard' and 'where are we going to get seen'? Seen - Sole DXB was the perfect environment for Reebok to mark their territory. The event attracts a wide spectrum of the target audience while being specifically about sneaker culture. So it was decided that this unique lifestyle event is where Reebok Classic could be best seen, heard and remembered. Heard - One way to get heard in a crowded place is intelligent and strategic use of social media. Social media platforms were perfect for the type of content we could produce for this event. We carefully selected media, influencers, bloggers, local celebs and generally on-brand people to represent Reebok in the build-up to and during the event. We had teams on the ground who were constantly taking photos, creating content and sharing it with the right people and using the right hashtags as well as a uniquely created one for the brand #ThisIsClassicDXB. So the strategy was to take-over the social airwaves but with smart, real-time content. Engage, engage some more and then engage more after that! Continuing conversations increased reach and improved the chances of more people seeing all of the colourful and classic content that was being created from the live event. The space itself was designed to scream 'Classic'. Classic activations, classic decoration, classic music policy. This project was a live branded experience yes, but what really drove it forward was the online strategy, proving that real-time content and particular attention to social media can harvest fantastic results.

Reebok Classic took part in Sole DXB for the 2015 edition. Sole DXB is a footwear, fashion and culture showcase that features independent artists, brand activations, retail space and music/entertainment stages. At such a vibrant event it is important to stand-out and attract attention, but not over do it. Design & activation - a 'street-wise' design with echoes of London and plenty of colourful detail drew audiences to our space on the day of the event. We had unique activations including a live tattooist, nail-art and instaprint technology that helped draw more people in. Social Media - LIGHTBLUE managed the social media activity for Reebok surrounding the event. So even before people arrived they knew about our space and what was going on.

#ThisIsClassicDXB 445 Instagram – reach = 161,044 269 Tweets – reach = 107,803 37 Facebook Posts – reach = 6,887 21 posts on Tumblr We seeded 38 social influencers: 8 Ambassadors 21 Media 9 Influencers TWITTER 294 Tweets with #ThisIsClassicDXB Re-tweeted 141 times 72 images alongside the hashtag Micro trending achieved over the weekend The tweets over the 7 day period surrounding the event earned 6.3k impressions 366 organic instagram mentions for #thisisclassicDXB