2017 Winners & Shortlists

GYM IS EVERYWHERE

Client/BrandREEBOK
Product/ServiceREEBOK BRAND
EntrantCARAT Dubai, UNITED ARAB EMIRATES
Type of EntryWeb Platform
CategoryMicrosites
Idea Creation CARAT Dubai, UNITED ARAB EMIRATES
Idea Creation 2 SOCIALIZE Dubai, UNITED ARAB EMIRATES
Media Placement CARAT Dubai, UNITED ARAB EMIRATES
Production SOCIALIZE Dubai, UNITED ARAB EMIRATES

The Campaign

How do you make fitness advocates feel more human in a digital world? Reebok looked to engage with its FitGen™ audience, breaking through the clutter with a meaningful brand purpose and mission. We wanted to encourage the region’s youth (18 to 35 year olds) to become part of the FitGen™ revolution by opening their eyes to the world around them. We found 3 unifying characteristics for our target audience: 1) Creativity 2) A live for the moment attitude 3) Friends and family are their glue The challenge was that this generation spent most of their time living and interacting through screens (3.7% of the total worldwide internet users where 40.2% of the total population has internet access and 63 million are active social media users). We needed to get them out of the home and help them to channel their energy and drive into something more human.

Creative Execution

The story was launched with hero videos released for Beirut, Cairo and the GCC with well-known influencers taking the city on as their personal gym asking ‘Where is Your Gym?’ inspiring people to share their response with the hashtag. Under the slogan #GymIsEverywhere, the campaign pays tribute to the unique history and stories in the cities that surround us, and the driven FitGen™ in them who see its unmatched possibility to challenge and innovate. It is about utilizing the world around them and finding the new and unique ways each workout can drive you to be more human. All user generated content was amalgamated on the microsite with a location map of posts to highlight fitness hotspots within the city. All users had to do was snap a pic, tag their workout location and share it on Instagram, they could then download a 10% discount voucher from the microsite.

Over 144,000 users visited the microsite, with 1500+ users using the hashtag to publish posts. This content was leveraged on the microsite, showing other FitGen™ users the most popular workout spots in their cities. The hero influencer videos on resulted in: •Social Reach = 8 million, with 60% from user generated content •Social Engagement= 1.6MN - a 21% engagement rate versus an industry average in between 1% and 4% •Video Views = 2.5M with a watch through rate of 22% versus the industry average of 14% The reputational impact (brand engagement, virality, mentions and sentiment) vs the advertising cost (CPM, influencers audience and average visibility rate) resulted in a 96% increase on investment vs. impact. This campaign was significant for the brand in introducing a new concept to market that Reebok could own, encouraging people to break free of their routines and use their surroundings to work out.

The strategy was to launch a digital multi-market activation to bring the gym into the heart of the cities they live in – the Gym is really anywhere and everywhere. We wanted to celebrate the early-risers, the never give-uppers and the opportunity seekers with user-generated and crowd sourced content to inspire their fit-gen peers. As a new concept to the Middle East, the Gym is Everywhere campaign invited the Fit Gen community to take to the streets, creating gyms all around their home cities.

Credits

Name Company Position
Azad Adham Carat Senior Integrated Media Planner
Claire Peach Associate Media Director claire.peach@carat.com
Alice Elmi Carat Group Media Director
Sami Serry iProspect Paid Social Executive
Aurelien Fonteneau Socialize Account Director
Yazan Tamimi Socialize Account Manager
Links
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