Reebok Run Easy

In 2007, many people knew Reebok, but didn’t have a personal connection with the brand. To change this meant that Reebok needed to engage and spend time with their customers. Research revealed that many runners felt alienated by the classic "performance-driven" advertising message which focuses on "being the best" or pushing yourself to the limits. Reebok sought to reinvigorate its brand by focusing on the joy and fun of running and motivate consumers to enjoy the sport at a pace that is right for them. To support this strategy, Reebok engaged Molecular, Carat, and Isobar Global to launch an innovative global marketing campaign that would celebrate the casual runner and integrate Reebok into runner’s everyday lives.

Reebok launched "Run Easy," a multi-media campaign combining Web, TV, Mobile, print and outdoor media, designed to foster a deeper level of engagement between consumers and the Reebok brand.

At the hub of the Run Easy movement is goruneasy.com. Featuring a mash-up of Google Maps, iTunes, Flickr and Jumpcut technologies, the site provides user-generated content capabilities that help runners share their experiences with other runners. Visitors can easily map out favorite running routes, post snapshots, upload music playlists, and join discussion groups.

Results:

From a brand perspective, the campaign addressed Reebok's need to connect with customers on a personal level. Research showed that 45% of the target audience had seen the campaign and 76% of all respondents attributed the campaign to Reebok.

Reebok launched the campaign in 14 countries and 11 languages worldwide.

In just one week after the site launch, runs were created by visitors globally, including the United States, France, Germany, Portugal, Hungary, Australia and more.