Reebok

 Go Elemental 

 ECD / writer

 Reebok have two types of user - one wears Reebok Classics, the others are almost psychopathic about training and fitness. 

 Our digital campaign had to appeal to these fanatics, capturing their physical and mental state of mind and activating the brand line, BE MORE HUMAN.

Our pitch-winning idea centred on a weather app that warned users when bad weather was on it’s way, and then encouraged them to go out and train in it!
Because for these hardcore fanatics, what doesn’t kill you only makes you stronger. 

Influencers also spread the word…

All these adverts drive our target to our Go Elemental app
where they can sign up for notifications of bad weather in their designated area,
and of course, the opportunity to win Reebok harsh weather training gear…

We encourage users to take a selfie after their Elemental training session and to share it on social media with #GoElemental.
They can win Reebok training gear if they do.
By tracking our users via the hashtag we can reward the most dedicated who upload the most pictures.