DDB MudraMax unveils new initiative for Reebok Jetfuse Run

20 Jun,2014

By a correspondent


DDB Mudramax has unveiled a new campaign titled Reebok JetFuse Run. The creative idea was to showcase the shoe technology in the best possible way and to bring out the Jet Engine working in front of the consumer.


The new offering brings soft, light and flexible together into one running shoe. Inspired by a jet engine, an underfoot current is created by moving air technology which provides maximum cushioning. The flexible grooves allow the foot to bend freely adding comfort and movement whilst running, and the upper is designed using lightweight materials to give the shoe added breathability.


The objective of the campaign was to urge people to enter the showrooms and to try the new Reebok Jetfuse Run. This was based on the client’s brief to showcase the shoe technology in a very dynamic way and to incorporate the working of a Jet engine with the shoe in a single frame.


In this campaign, DDB MudraMax used LED screens in all store windows and created a state of the art video which showcased the working of the Jet Engine and combined it with the shoe technology. The campaign has launched across 100+ stores in all major cities in India. To make consumers aware about the new technology media type used is Window, Launch Zone, FW Wall, etc.


The communication highlights the fact that the shoe is very technologically advanced in a very practical environment.


Commenting on the same, Somdeb Basu, Brand Director, Reebok said, “The JetFuse footwear collection is further proof of Reebok’s commitment to create innovative and unique performance shoes for runners. Reebok is encouraging people to step out of their comfort zone when it comes to running and DDB MudraMax team has effectively created visibility and inquisitiveness for the product where people are turning up to check it out.”


Mandeep Malhotra

Mandeep Malhotra President, DDB MudraMax – OOH Retail & Experiential said, “Reebok has always been a brand I have personally enjoyed working on. The current campaign as always had a need for technology and innovation as part of the integral brief. Love the energy that transpires collectively within mudra and client teams.”


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