Vice President, Strategic Sales Development , Business Development
A human speed test?! We’re in!
Last weekend in Stockholm, Reebok set up an outdoor activation with a “built-in speed cam and tracking technology to measure pedestrians’ pace.” Any passerby who ran past the advertisement faster than about 10.5 miles per hour unlocked a brand new pair of ZPump 2.0 shoes.
Credit: AdWeek
Markus Schramm, creative at ad agency Animal, which devised the stunt, explained their thought process behind the stunt – “We really like the idea of taking a classic billboard and turning it into something disruptive and unique…This gives customers an instant experience, and as a brand, we’re able to provide something of real value.”
This exact approach seamlessly complimented Reebok’s tagline of “Be More Human.” “For us at Reebok, it’s important to do things for real and to actually activate the target group,” adds Filip Lagerbäck, PR and social manager at Reebok Nordic. “We want to inspire people to run and push their limits, even when they’re not at the gym.”
Regardless if you’re able to run 17 kilometers per hour or not (does running to the fridge at lightning speed count?), you can’t deny Reebok’s brand symmetry here; a perfect combination of inspiring the target demographic in an organic way that doesn’t feel forced, but perfectly in line with who they are as a Reebok brand ambassador and active person.
Credit: AdWeek
Check out footage from the stunt here!