Reebok Promo, Case study EA7 LAUNCH by Carat London

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market United Kingdom
Agency Carat London
Client Service Director Oliver Wollaston
Released September 2010

Credits & Description

Category: Best Use of Outdoor
Advertiser: REEBOK
Product/Service: REEBOK - EA7 RANGE
Date of First Appearance: Sep 20 2010
Entrant Company: CARAT, London, UNITED KINGDOM
Head of Media & Digital: Sascha Welters (Reebok)
Integrated Business Director: Anna Campbell (CARAT)
Client Service Director: Oliver Wollaston (CARAT)
Account Director: Martin Osterhus (MAGIC TOUCH)
Account Manager: Victoria Gregory (CARAT)
Media placement: OOH - 1 Execution - Central Moscow - 20th September 2010

Insights, Strategy & the Idea
This is a public letter of apology to competitors we might have offended. We honestly didn’t have a choice.

We had enough money for only one media execution, but we had to create a media story to drive global awareness for the Reebok-Armani collaboration.

With designer and brand collaborations becoming more commonplace, the burden is on the brand to demonstrate why theirs is different and special.

We know we are smaller than you but we were playing in a country where size does matter so we had to go big to create aspiration... and yes maybe we did get a bit carried away.

So we admit it. We are the ones who overnight built the biggest ever LED based installation next to the Kremlin and Red Square, which happened to be on the starting line of your biggest event of the year.

We can explain.

Creative Execution
It’s very rarely in life that all stars align to your favor, but in this instance we only required three: an impossible format, an iconic location and controversial timing.

The format
An installation the size of 2.5 football pitches depicted an Armani model running the catwalk from the left and a Reebok athlete running the track from the right. The models dynamically fused at the centre with the help of a gigantic 200m2 LED panel revealing the new range. (Needless to say that trying to get this installation through customs was half the fun)

The location
The one we really wanted was not only next to the Kremlin and Red Square, but directly next to the Reebok concept store… and somehow we got it.

The timing
In the morning, we discovered that our installation would cover the entire starting line of Nike’s Run Moscow event... What would you do?

Results and Effectiveness
We thought you would. So we went ahead with it, especially as we were up all night.

Obviously we were shocked to see the installation on CNN, CNBC, Fox and 300 media outlets!

When we were told that this meant 10m Euro of free coverage we felt better about it.

So did the Moscow store manager who sold his entire stock in a week.

We had anticipated some complaints, but we only got a tense phone-call demanding to ‘Take the site down!’.

So Cannes is our medium of reply: ‘Thank God we didn’t, because we had fallen in love with it!’