Reebok "Run Easy" Media Solution

Name	Position	Company
Erin Wilkinson	Account Director	Carat Interactive
Fiona Lloyd	Account Director	Carat Global Management
Keith Lusby	VP Global Client Director	Carat Interactive
Michael Nicholas	SVP Global Strategy Director	Carat Interactive
Eugene Buono	Creative Director	Carat Interactive
Darryl Gehly	EVP	Molecular
David Stopforth	Head Of Global Media	Reebok
Richard Prenderville	VP Head Of Brand Communications	Reebok
Ulrich Becker	CEO	Reebok
Saadia Bryant	Brand Marketing	Reebok

With Reebok a classic Challenger in a category dominated by brands such as Nike, this strategy used media to communicate the brand's real point of difference - as an alternative to the big names - in the most meaningful and compelling way for the target audience. Research revealed that many runners feel alienated by the classic 'performance-driven' advertising message which focuses on "being the best" or pushing yourself to the limits. In response to this, we created a virtual web based 'movement', open and accessible to all and ultimately about sheer enjoyment of running, rather than the pain and hard work!

The execution centred on www.goruneasy.com, which acted as the central destination point. To kick start the campaign, we ran a series of unbranded messages (outdoor and virally), connecting with the everyday runner, before unveiling Reebok as the face of the movement, via ATL media. Runners were then invited to create personalised profiles on goruneasy.com, posting pictures, details of preferred routes and music; all linked into partnerships with relevant brands such as Google maps, iTunes and flickr.

We were looking to appeal to the normal, everyday runner, who just wants to enjoy running, without feeling it's a chore. In reality, this encompasses a broad range of people (male and female, young and old), who like to keep fit, usually exercise a few times a week but are not obsessive about staying fit and healthy. For this audience, the internet is naturally a key medium.

Post-campaign research revealed that 45% of the target had seen the campaign; 76% of all respondents attributed the campaign to Reebok and 72.4% stated that they now pitied 'hard-core' runner, rather than admiring them! Finally, sales of running shoes have increased by 60% since the campaign started.