Reebok fait courir les passants pour leur faire gagner des ZPump 2.0

L’opération organisée par Reebok se passe à Stockholm, les passants d’une rue commerçante sont invités à tester leur vitesse pendant la course, les plus rapides sont récompensés avec une paire de chaussures ZPump 2.0.

Pour une fois qu’on est content de se faire flasher ! Devant un billboard exposant plusieurs chaussures ZPump 2.0, les promeneurs étaient invités à courir devant la caméra incrustée au billboard (speed cam). La vitesse de course est calculée, ceux qui dépassaient la barre des 17 km/h ont eu la chance de repartir avec leur paire de chaussures ! Pour rappel la ZPump 2.0 au prix de 120 euros en France.

Reebok pousse ainsi chacun à se dépasser et chaque effort est récompensé. Cette opération illustre ce positionnement avec une activation participative et ludique ouverte à tous. Cette activation misait sur l’effet de foule afin de faire participer de nombreuses personnes et a permis de créer du contenu relayé sur le digital avec une vidéo. Cette opération s’inscrit dans la continuité de la campagne Be More Human.

Le marché du running est très concurrentiel et suscite l’engouement d’un public très large. Reebok souhaite prendre des parts de marché dans ce secteur en se démarquant de ses concurrents.



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