Reebok Promo, Case study NO PANTS DAY by MSLGroup

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Industry Shoes, Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market Singapore
Agency MSLGroup
Released April 2011

Credits & Description

Category: Best Use of Live Events and/or Stunts
Marketing Manager: Chichi Liu (Reebok Taiwan)
Managing Director: Mario Fang (ICL MSL)
Media Director: Josie Chang (ICL MSL)
Account Director: Dennis Hsu (ICL MSL)
Media placement: Event, Consumer PR, Digital PR - Apple Daily, Next TV, ETTV, CTS, TTV, FTV,FTV,USTV,TVBS,CTV,CtiTV,SETTV,Era News - 15th February 2011
Media placement: Digital PR - Virals - Youtube, Facebook, Wretch Blog,CK101, PCDVD, Mobile01, Eyny, Oursogo - 15th February 2011 Onwards
Media placement: Event, Corporate Communication, Consumer PR, Digital - Apple Daily, UDN Daily, Sharp Daily,Taiwan News, China Times,Yahoo News, PC Home News, Yam News - 16th February 2011
Media placement: Advertorials & Bus Wrap Adverts - Outdoor Advertising, Next Magzine Etc - Feb - Apr 2011
Media placement: In-Store 'try-On' Event - Reebok Stores - 16th April - 29th May

Summary of the Campaign

Once the leading sports brand in Taiwan, Reebok had faded in popularity due to reduced investment and strong competitor marketing over several years. Reebok decided to re-enter the Taiwan market with the launch of EasyTone sneakers, but recognised that the brand was perceived as out-of-date and lacked a connection to a younger generation of consumers.

Taiwan’s youth have experienced the economic and social benefits of an ‘Asian tiger economy’. A savvy generation, they are less responsive to traditional advertising, instead seeking inspiration from brands around movements that are bold and challenge convention. Reebok Taiwan captured this youth sentiment through a ‘No Pants Day’, the day after Valentines, to purposefully clash with the romance and sentiment of the 14th Feb in a daring way.

‘No Pants Day’ was 1 stage in a campaign that created cheeky, creative content that communicated product benefits and tied back to Reebok’s mantra of ‘redefining sports to bring back joy’. The integrated PR, social media, events, and advertising campaign caused a storm both online and offline helping Reebok’s brand perception shift from old and dated to young and fresh, increased in-store traffic by 150% and boosted EasyTone sales by 20% in March alone.

The Situation
Reebok’s presence in Taiwan was at an all time low. After several years of inactivity, Reebok Taiwan needed to secure positive industry awareness and consumer attention in the athletic trainer category once again. Absence from the Taiwan market meant that competitors such as Nike and Adidas were stealing a march on building brand loyalty and had left Reebok looking out-of-touch with consumers. The business needed to somehow kick-start the EasyTone product launch in Taiwan with a movement to inspire today’s youth to discover the brand, and help drive positive brand recognition in an important global marketplace.

The Goal
The old-fashioned, dull perception of Reebok had to be transformed back into a brand that represented Taiwan’s young consumers and professionals. This couldn't be a one-time stunt: it had to leave a lasting impression and part of a wider communications effort in order to both secure business results and make the Reebok brand relevant with its ‘redefining sports to bring back joy’ mantra. Consumer research revealed our audience was inspired by popular movements that challenged the status quo and pushed boundaries. Reebok needed a movement that did exactly that. The only way to achieve this would be through a provocative campaign.

The Strategy
We devised Reebok Taiwan’s very own take on ‘No Pants Day,’ scheduled the day after Valentine's, to clash with romantic sentiments in a tongue-in-cheek way. By inheriting the spirit of the event that was first founded in New York, Reebok showed itself as a brand in touch with global movements and one that its audience could become a part of. The strategy entailed targeting key MRT (metro trains) and public locations during busy commuter times with a staged flash mob of models without pants (i.e. trousers or skirts) to show the benefits of EasyTone sneakers for the body in a fun, but daring way. These visuals triggered an online and offline viral effect which formed part of the integrated multi-phase, 2-month campaign that incorporated social media, traditional media, in-store events and advertising to create experiences for consumers across a variety of touch points.

Challenging post-Valentine sentiments, on 15th Feb, 20 female models participated in a flash mob with their upper body dressed in formal, work clothing and lower halves in underwear only, causing a storm of interest amongst professionals commuting to work, with many capturing and sharing images and videos on smartphones, triggering a word-of-mouth effect. The agency secured an exclusive with Taiwan’s leading online news site, Apple Daily, in addition to creating a bite-size viral to seed onto popular social media platforms to build on the wave of interest. As awareness peaked, conversations were expanded upon by issuing a challenge to the public to participate. Held the next day, a combined models and public ‘No Pants Day’ was undertaken in tandem with spokesperson media interviews on the brand’s re-emergence in Taiwan. To drive impact, images from the events were adapted for use in advertising and in-store consumer events to engage consumers.

Documented Results
EasyTone sales grew 20% in March alone following the campaign and sales momentum for Reebok continues to grow. The campaign generated a total ad value of US$1.3m and 13m+ impressions through 295 media stories - 98 of them broadcasts - totalling 162 minutes of free airtime across news and culture TV programs. 10 broadcast channels reported on 'No Pants Day' during prime time and all TV news channels in Taiwan covered the news, with over half describing Reebok as a ‘leading’ and ‘famous' brand – driving positive perceptions. The campaign’s impact spilled into other markets, with online articles in Singapore, Hong Kong, the United States and China. YouTube virals of the events have generated 5m views to date, and the various campaign touch points increased in-store traffic by 150%.