In this Creative Showcase, we are looking at the engaging Reebok ZIG Kinetica campaign from Turkey. ZIG Kinetica reflected its light by recycling the energy in terms of sole technology with the dynamic life of Istanbul and its vibrant nightlife to capture the fancy and stylish sports lovers. Combining AdColony’s Instant Play HD Video and Dynamic End Card technologies with its style, Reebok launched a perfect mobile advertising campaign in the sense of engagement rates and time spent with the users.
About the Campaign
With its dynamic, energetic, and stylish appearance, ZIG Kinetica recycled its endless energy by targeting courageous young people who trust their style instincts. Zig Kinetica fuses innovative sports tech with sleek style to create a highly functional shoe that seamlessly transitions from the gym to the street. Zig Kinetica is built around a distinct zigzag-shaped, energy-return sole that channels and returns kinetic energy using a three-part system. Floatride Fuel; which energized bouncy foam helps deliver a cushioning feel for everyday needs, Zig Energy Shell; which channels and returns kinetic energy, while providing a bold aesthetic, and Zig Energy Bands which is a unique outsole that expands and contracts like a rubber band to provide a spring-like response. Starred with Hazar Ergüçlü, the energy recycling technology of the Zig Kinetica shoes gave “Unexpected and Amplified Energy” to Hazar and continued to spread energy to the city in every step. To attract mobile gamers, a positive and intriguing motto was created: “Explore the new ZIG Kinetica Horizon world.” Thus Reebok took its place in the mobile advertising world and stood out from its competitors.
How it Worked
Reebok decided to run a video advertising campaign that is compatible with its style, energy-oriented and made a tremendous impact on mobile to create awareness and purchase intent. Not only they promoted their brand style and dynamism but also they wanted to highlight the feature of their sole technology to draw stylish young people’s attention by introducing their ZIG Kinetica model.
A video of high quality and resolution captivated audiences with Reebok’s energetic, dynamic, and shining shoe model combined with AdColony’s unique in-game ad quality. Users were allowed to touch their screens to move the shoes with the Dynamic End Card technology resulting in increased time spent with the brand and higher engagement rates. During this interaction, users moved colorful models of ZIG Kinetica until reaching the finish line, and with the Dynamic End Card, they could closely examine Reebok’s shoe models and their features. In the end, users who moved the shoes to the final line could feel the energy of ZIG Kinetica by hearing the electronic sound coming from the shoes.
Thanks to an uninterrupted video ad stream with high-quality technology and resolution, Reebok achieved a great path to access their target audience in Turkey. Through the engaging video advertisement, the attention of the audience was caught and the Dynamic End Card did the final shot!
Thanks to extraordinarily high engagement rates through a captivating video advertisement, the Reebok ZIG Kinetica campaign reached over 425,000 completed views and over 450,000 impressions! The campaign also achieved over 410.000 Unique Completed Views with a 97% unique completion rate. Users spent 10.9 more seconds on average on the Dynamic End Card, which proves that the experience of the product by spending time on the DEC is a perfect match!
All users who completed the video were presented with the Dynamic End Card where users engaged over 425.000 times with a 44% DEC engagement rate. Also, the unique engagement rate was measured as 84% which proves that a positive impact was reflected with the creation of brand awareness.
According to the Nielsen-certified brand study results, Reebok managed to have a 38.4% uplift rate on Brand Recall, which shows that users know that the campaign product belongs to the Reebok brand. On Purchase Intent, Reebok has a 63.8% uplift rate, indicating that the campaign has affected users’ tendency to purchase a Reebok ZIG Kinetica positively thanks to the creative DEC execution highlighting both the spruceness and easiness of the shoe.
Reebok is one of the world’s oldest sports brands where its precursor was founded in Bolton, England, in 1895 by Joseph William Foster who pioneered the first spiked ’running pumps’. Contemporary Nordic design is made with consideration, care, and a focus on conscious living which provides sustainably sourced products for men, women, and children. Especially in shoe designs, Reebok made a difference between trends by constantly following the fashionable styles.
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