Dive Brief:
- Reebok recently set up a human speed test on the streets of Stockholm to promote its new ZPump 2.0 shoes.
- Passersby who managed to run past the ad faster than 17 kph (10.6 mph) unlocked the kiosk’s vitrine and won a new pair of running shoes.
- The brainchild of the Swedish agency Animal, the stunt gave consumers an “instant experience” with the brand, an Animal official told Adweek.
Dive Insight:
Reebok and Swedish ad agency Animal recently set up an outdoor display in Stockholm to promote its new ZPump 2.0 shoes with a human speed trial. Anyone running past the billboard at a speed of more than 17 kph was able to gain access to the kiosk and take home a new pair of shoes.
The stunt underlined Reebok’s “Be More Human” tagline, which encourages everyday people to push their limits in exercise and sport—and also recalls similar campaigns from rival athletic shoe company Asics. Regardless, the setup stopped—or rather, sped—people in their tracks as they navigated the city streets.
While locals ran the course at a sprint, 17 kph translates to under a six-minute mile or a 2:30 marathon pace if maintained—a very respectable speed for the fitness enthusiast. And Reebok, for its part, earned a lot of media attention in almost as short a time.