CASE STUDY: Reebok's 'No pants day' deploys models to showcase EasyTone shoes

Background

Reebok was set to launch their EasyTone shoes in Taiwan, a competitive marketplace for the brand.

Aim

ICL MSL Taiwan was tasked with strategising a creative marketing campaign to support the launch – one that reflected Reebok’s mantra of ‘redefining sports to bring back joy.’

Execution 

Honing in on ‘redefining sports to bring back joy,’ the agency decided to play on the international ‘No pants day’ to engage target consumers. At the start of the campaign, 20 models were used to show off the toning effects of the shoes on the body by wearing the trainers and undertaking everyday movement such as walking and commuting to work.

With their upper body dressed in formal, work clothing and lower halves in just underwear, their exposed toned legs communicated product benefits to the target audience in a fun, matter of fact way. Deployed at peak hours on public transport in order to attract those travelling to and from work, the models caused a storm of interest, triggering a word-of-mouth online/offline viral effect amongst office workers and media.

Results  

Following the campaign, Reebok sales grew 20 per cent in March 2011. It generated 295 media clippings, 98 of them broadcast, while all TV news channels in Taiwan covered the news. The video on YouTube generated 733,496 views as of 8 April 2011.