Reebok + Run Easy campaign = not advertising but engagement
“Run easy” vs. “A little less pain”. Reebok’s vs. Nike’s motto. Turning running into a sport anybody can enjoy is the claim of the new campaign or “movement” started by Reebok. A slightly different consumer approach from Nike’s running brand image (that is about efforts, pain, and aiming at the performance) but which can change the deal if the campaign isn’t just a campaign and moves to become the way to engage consumers in running.
Running is hard because of it’s solo aspect, in the effort and in the way to go running. That’s maybe the basis from where the communication company Carat suggested to go on the “it’s easy doing” concept. Yet, the fact is it’s hard to run, and hard to find interested people to come and join your running session. And going for a session once in a while is a pain, then you have to go at least once a week. But pass the concept.
Where I’m really uncomfortable with is about the website. Providing the ability to people to share and discuss running is great, but many running websites already do that and users won’t care about creating a new account when they can enjoy speaking about running on dedicated websites gathering many other fans and resources about how to better perform. Nobody has waited for the brands to create social platforms and since users don’t have expendable time online they keep on using websites they use everyday.
Reebok idea is based on a false idea about running. No running brand has moved to the “run easy” concept before because it’s not how running works (anybody who tried running can tell). Added to that, their website is a cheap copy-cat of the Nike+ website without the killer feature (being able to check one’s performance and compete with others), and is no match to dedicated websites. Working on a running community that gather existing running websites owners and magazines to create “run easy” content and spread it using all available channels would have been a better move: you make people join your action, aimed at casual and frequent runners with the collaboration of experts to give tips to better perform. Sponsoring major websites becomes then easier since you’ve already created a relationship based on enhancing runner’s experience, and can create alternative while better targeted communication actions. Not than complicated, CMOs should more think about what they’re looking for when they’re in a consumer state.
