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A big uplift for Reebok products in JJB stores
Challenge
Operating in a hugely competitive and cluttered market, Reebok has to fight very hard to gain attention for its products from both retailers and consumers. Our task was to create and sell in a sales promotional programme that excited the JJB Group and, crucially, met the primary objective which was to generate impact and brand engagement, enticing consumers to buy more Reebok products.
In order to roll out an effective programme for 350 JJB stores nationwide, we had to deal with a challenging timeline and a restricted budget.
Solution
Following a number of planning sessions, we came up with the insight that most individuals harbour a special personal sporting wish that is often beyond their scope to fulfil. As a result, the ‘big idea’ we chose to work with was ‘Achieve your sporting wish’.
By buying Reebok garments and taking part in the promotion, consumers could achieve their sporting fantasy and fulfil long-held dreams. The Madhouse campaign had to sit with Reebok’s established ‘Your Move’ identity, so photographic images of real people involved in sport were coupled with emotive copy in which they articulated their own sporting wishes.
The concepts were delivered via a huge range of in-store materials, along with a competition website and integrated materials including press ads, banner ads and digital POS.
Results
- Reebok sales in JJB stores were up by 4% on the previous year.
- There was a massive increase in web traffic to the main Reebok website.
- A new email database of 15,000 customers was generated – 7,000 more than expected.
What the client said
This was a successful promotion which gave us high visibility in store and had a very positive effect on sales.