Reebok wanted to promote its newest line of sports bras – the PureMove Bra, in an innovative and creative way. The brand intended highlighting the product’s motion-sense technology, the result of treating a performance-based fabric with Sheer Thickening Fluid (STF) — a gel-like solution used to optimize the feel of the sports bra, in a way that would create a ‘wow’ experience for the users, and leave a lasting impression.
In line with the brand’s objectives, the campaign aimed to position the product as a first-of-its-kind to use motion-sense technology in the market that provided customised support for each move. Given that the product is made to enhance the overall fitness experience, making users undertake a physical activity while experiencing the campaign, was the natural route to take. The idea of the ad creative was to make women realize the discomfort of working out in their current bras, before providing them with a solution in the form of Reebok’s Pure Move Bras - that made every movement a breeze, positioning the product as an ultimate sports bra option in the market.
The creative started with messaging that prompted the user to jump 5 times, while holding their phone in their hands. As the user jumped, the gyroscope and accelerometer motion sensors in the phone tracked the number of jumps, thereafter revealing the brand’s story. The upper portion of the screen showcased a video by Reebok, while the lower portion of the screen allowed users to browse different colours of the bra. By asking the user to jump 5 times with their phone in hand, the user actually paid attention to the discomfort felt in their current clothes, helping them understand the need for Reebok’s new PureMove Bras. A ‘Shop Now’ CTA was displayed on the closing screen, that directed users to Reebok’s website for more information on the product or to make a purchase.
"For too long, consumer insights have identified frustrated female consumers who feel unsatisfied with their sports bra options. We are proud of the technological advancements Reebok’s line of PureMove Bras have made in the market and the technology that Mediacom & mCanvas have implemented for the launch is well aligned with the campaign’s marketing objectives."
"The creative format combined with the motion sensors worked beautifully in capturing the user’s attention and seamlessly delivered the message we wanted to convey to women. Innovative use of media is at the heart of all the planning we do for Reebok and this partnership with mCanvas has brought alive the perfect combination of insight, innovation and interactivity for the PureMove bra campaign."
