2013, Reebok refocuses its global brand strategy on and around fitness with the launch of its new “Live With fire” campaign. To activate the campaign we organise a totally festive and connected promotional tour. Objective : Inspire fitness opinion leaders by promoting the brand’s positioning and igniting the social networks.
Prior to the tour we launch a large display campaign alongside an email campaign targeting fitness clubs onwww.livewithfiretour.fr/
We set up a 700m² village in 5 major cities across France (Paris, Marseille, Bordeaux, Lyon, Nantes) to showcase the event dedicated entirely to fitness and where the public is invited to try out Reebok’s 11 most fashionable activities.
Animation & partnerships
Having teamed up with LesMills, we were able to bring together France’s best trainers to encourage and coach the participants.
Radio NRJ’s biggest and best-loved DJs and presenters ensured the atmosphere lived up the full “Live With Fire” message
For each event, Reebok’s French ambassadors are there to meet the participants : Laure Manaudou, Orelsan, Jean Galfione
When the participants get to the village they all receive an RFID wristband that is synchronised to their Facebook profile so they can instantly post their achievements.
For the spectators, an easy and original contest is organised to stir up the spirit of “Live with fire” and enhance the success of the operation by offering coupons for the Reebok e-shop
Finally, the highlights from each city visited by the tour are filmed and photographed then posted online to inspire even greater participation at the forthcoming events.