Developed in collaboration with MediaCom and mCanvas, campaign uses phone’s motion sensors to track the user’s movement as they experience the ad creative
Mediacom, one of India’s fastest growing media agencies & mCanvas, the experiential storytelling ad platform for small screens, recently launched an interactive and innovative ad campaign for Reebok’s line of PureMove Bras. The sports bra uniquely responds and adapts to movement to provide women with a customized amount of control and support, exactly where and when they need it.
The goal of the campaign was to make women realize how uncomfortable working out is in their current bras before providing them a solution in the form of Reebok’s PureMove Bras that made every movement a breeze. Given that the product is made to enhance the fitness experience, making the user actually do a common physical activity, was a natural route to take.
As the user jumped, the motion sensor in the phone tracked the number of jumps and then revealed the brand’s story. By asking the user to jump 5 times with their phone in the 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. Reaching over 2 million users the creative is seeing an impressive 2.55% click through rate. On average, users are spending 8 seconds interacting with the ad.
Reebok's Motion Sense Technology is the result of treating a performance-based fabric with Sheer Thickening Fluid (STF) – a gel-like solution that takes a liquid form when in a still or slow-moving state and contrastingly stiffens and solidifies when moving at higher velocities.
Himanshi Tandon, Lead - Digital Marketing, Reebok said, “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.”
Commenting on the campaign, Niti Kumar, Managing Partner, MediaCom said, “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.”
Vishal Rupani, Co-founder & COO of mCanvas said, “More and more Marketers are recognizing that although a smaller screen, mobile as a platform provides for great storytelling experiences that creates two-way communication between brands and consumers. And at mCanvas, we creatively use phone features and sensors to do that. Reebok’s campaign is a success story in the making for us as we are able to create engaging and memorable experiences for their consumers.”
mCanvas is an experiential storytelling platform that helps brands emotionally connect with their audiences on small screens. Our mobile ads and content marketing solutions make experiences interactive and memorable by etching phone sensors and device features in to the brand narrative. mCanvas is creating ‘wow’ moments every day by reinventing formats, building tools and providing a marketplace (of 70+ publishers like Moneycontrol, RepublicWorld, TheHindu, ScoopWhoop, and SportsKeeda) to run these experiences at scale. To see our award-winning work and learn more visit: uattest2.mcanvas.com
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Nigel Dsouza
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