The Promise Keeper Forsman & Bodenfors Stockholm para Reebok

The Promise Keeper

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Sector Ropa de deporte
Media Publicidad en TV y cine, Digital, Ambiente media
Mercado Suecia
Agencia Forsman & Bodenfors Stockholm
Art Director Adam Ulvegärde
Copywriter Robert Lund
Account Supervisor Hans Andersson
Agencia de production Rebenga
Director Marcus Svanberg
Designer Christoffer Persson
Producer Kalle Schröder
Publicado agosto 2011

Premios

One Show 2012
One Show Interactive Social Media / Best Use of Social Media Merit
One Show Interactive Websites / Consumer Goods Merit

Creditos y descripciones

Category: Titanium and Integrated
Advertiser: REEBOK
Product/Service: ZIGTECH SHOES
Agency: FORSMAN & BODENFORS
Date of First Appearance: Mar 1 2011
Entry URL: http://entries.se/e/reebok/thepromisekeeper/
Art Director: Adam Ulvegärde (Forsman & Bodenfors)
Copywriter: Robert Lund (Forsman & Bodenfors)
Designer: Christoffer Persson (Forsman & Bodenfors)
Account Supervisor: Hans Andersson (Forsman & Bodenfors)
Account Manager: Karin Apelskog (Forsman & Bodenfors)
Account Manager: Anneli Kjellander (Forsman & Bodenfors)
Agency Producer: Lina Strandäng (Forsman & Bodenfors)
Digital Producer: Eva Råberg (Forsman & Bodenfors)
Digital Technologist: Stefan Thomson (Forsman & Bodenfors)
Production Company: (Rebenga)
Production Company: (Mad In Sweden)
Director: Marcus Svanberg (Acne)
Producer: Kalle Schröder (Acne)
Advertiser's Supervisor: Sascha Welters (Reebok)
Advertiser's Supervisor: Ruxandra Cristina Bocin-Dumitriu (Reebok)
Advertiser's Supervisor: John Zaheer-Flaherty (Reebok)
Media placement: Direct Messages (generated from site/ apps) - - 1 March 2011
Media placement: Banners - - 1 March 2011
Media placement: Website - - 1 March 2011
Media placement: App - - 1 March 2011

Describe the campaign/entry
The brief was to launch the Reebok ZigTech running shoe to a target audience that are not hardcore runners but interested. The campaign should be interactive and able to live its own life and spawn conversation around the Reebok brand.
We created 'The Promise Keeper', the first online running application (website, iPhone/iPad-app and Android app) that will actually get you out and run. Every run you promise to make in your online calendar is automatically posted on the social network of your choice and spread to all of your friends. They will also be notified about whether you ran or not.
Every run promised generates personal updates that also works as ads for Reebok ZigTech. We turned the promises into a media that carried the word about Reebok ZigTech from the user to all of their friends. Every promise and follow up also spawns conversation on Facebook and/or Twitter.

Describe how the campaign/entry was launched across each channel in the order of implementation
The campaign was launched by Reebok's sport stars telling their fans about it on their Facebook and Twitter pages. The Promise Keeper then rapidly spread through press and the blogosphere as it is the first and only running app that actually gets you running.
For every promise made and for every run accomplished or missed by the users, the campaign spreads even more as everything generates personal updates from the user to all of his/hers friends.
We also used Reeboks sport stars by posting personal videos from them directly to people who had made promises reminding them to stick to it, or commenting on their runs or lack of. Many videos even contain the user's name making them very personal. The videos also spread by themselves on The Promise Keeper Youtube channel.

Give some idea of how successful this campaign/entry was with both client and consumer
The Promise Keeper has, since it’s launch, been talked about in running press and blogs all over the world. WaveMetrix® analysis shows that The Promise Keeper is very well received by users who enjoy sharing their exercise routine with others online. TPK has also proven successful in generating a positive consumer response to Reebok’s new ZigTech trainers, which have special soles meant to give the runner an 'energy boost'. In addition, the Promise Keeper app has a positive impact on the brand’s fun image.
The Promise Keeper has a positive impact on Reebok’s 'fun' brand image: 46% of consumer response to the the Promise Keeper app reflects users' perception of Reebok as a 'fun' brand, whilst a further 28% perceive Reebok as an 'exericse partner', saying the app "helps" them with keeping to their running schedule.