Framed

Reebok

Brief as received

The brand is in double-digit, year-over-year “purchase intent” decline with 18-34 year olds.

Create a six month global brand campaign to elevate the brand.

(Since all our money is tied up in “sports marketing assets,”) the total budget is $1 Million.

Research & Insights

Media research quickly concluded there was no way to afford global reach for six months with $1 Million USD.

Consumer research revealed 24-34 year old consumers said they were “done” with Reebok. It was “too far gone,” and “an old person’s brand.”

Most of 16-19 year old consumers had little knowledge of the brand as it wasn’t readily available at retail.

Target consumers were surprised to learn entertainers like Jay-Z and Scarlett Johansson, and athletes like Payton Manning and Thierry Henry, all wore Reebok. They said it made them think differently about the brand.

Re-framed brief

Leverage our greatest asset - Reebok’s On-Field and Off-Field Influencers, to generate “reevaluation” of the brand by the consumer.

Sharpened audience definition

The energy and effort to break-through to the older part of the audience, wasn’t worth the effort.

Re-focused on the audience with the least amount of knowledge of Reebok. The next generation of up-coming 16-19 year old Millennials.

Problem identified

Reebok wasn’t “Target Credible,” so traditional Reebok marketing wouldn’t be credible.

Insight that shed new light

The athletes and entertainers under contract were idolized by target consumers we talked to around the world.

Awareness of these ambassadors made the 16-19 year olds “re-evaluate” what Reebok was about.

Reviewed the Reebok “asset” contracts, determined they were under-utilized and we could use them in “new” ways.

Marketplace & cultural understanding

The cultural convergence of sports and entertainment was becoming a huge part of what was driving music and fashion for our consumers.

The competition was all over prime-time tv, but these commercials were increasingly getting skipped by DVR and straight ignored by 16-19 year olds.

The target consumer was digital, social and going mobile. Watching cable TV but spending more and more time with online video like Youtube.

A new way of thinking about the product or brand

A brand doesn’t have to make a commercial to interrupt what the audience cares about, when you have the cultural talent they actually care about.

We need to be the show, not the commercial.

Work the brief inspired

“Framed” - a branded entertainment “TV Series.”

“Framed” is a fascinating look behind the camera at film making featuring famous music and film entertainers conceiving and directing documentaries of their favorite athletes.

Framed episodes were all four day productions, from talent working out their concept, to pitching the other talent, a two day shoot and then sharing the finished episode.

The first episodes featured iconic basketball player Allen Iverson being “Framed” by the singer Nelly and global soccer star Thierry Henry “Framed” by actress Paz Vega.

Inspired by “Framed” Reebok quickly created a unique tie-in color-way collection of on-field and off-field footwear called “ON | OFF” to sell-in to retailers.

Results

“Framed,” IFC’s first series presented by a brand was picked up for a six episode run. “Framed” became IFC’s #1 rated show and was re-ordered for a second season.

The “ON | OFF” collection was the most successful “sell-in” to retailers in years, “sell-through” saw double digit lift in all countries the show aired.

Most importantly, Reebok experienced a return to positive trending in “Brand Favorability” in the key markets for the first time in three years.