Mumbai: In an innovative Instagram campaign in collaboration with 22feet Tribal Worldwide, Reebok India has launched Zig Kinetica Horizon – a transformative shoe that channels and amplifies energy with each stride.
The multi-pronged campaign leveraged brand ambassadors, friends of the brand and brand loyalists through posts across their social media channels.
Kick-starting the campaign, Reebok India’s brand ambassadors, Katrina Kaif and Varun Dhawan spoke about the Zig energy and their resonance with the different colours of the newly launched Zig Kinetica Horizon through posts across their social media channels.
To highlight the new slimmed-down silhouettes of the Zig Kinetica Horizon, a 3D effect was introduced, which created an alternative reality background to transport the users to an energy amplified universe. This innovation perfectly captured the essence of the shoe. This Zig Energy effect was shared by celebrities such as Katrina Kaif, Varun Dhawan, Bhumi Pednekar and Rhea Kapoor along with stylists Anisha Jain, Lakshmi Lehr, Akshay Tyagi among others.
While the 3D effect showcased the energy of Zig in its true sense, the brand amped it up with a fun Instagram filter gamification. It prompted users to move their head in order to catch as many falling Zig Kinetica shoes as they can to get the highest possible score. The game saw participation by several influencers like Anisha Sethi, Allen Claudius and Akshay Tyagi, all battling to score the highest.
Reebok India also introduced the ZIG-I-FY filter, which was a Zig-shaped mnemonic that takes over the user’s screen and recedes to reveal an AR illustration of their face and surroundings. It also worked as a smart lens on social platforms and was used by various users.
The brand also launched a fun filter in the form of a Zig Energy crown, which proved to be a hit on Instagram and was used by various influencers.
Speaking on the innovation, Vishal Mehra, Branch Head- North 22feet Tribal Worldwide said, “Reebok has always been at the forefront of innovation as far as footwear comfort is concerned, and at 22feet, we wanted to match that level of innovation with a campaign look that stands out on its own. Right from onboarding the right brand friends, to the 3D filter and other Instagram focused activities – the zig energy was off the charts.”
The campaign garnered over 1 million impressions and received a great response from Instagram users.
Unboxing by Varun Dhawan –
Zig Game – https://www.instagram.com/ar/357873642052526
Zig Energy Crown – https://www.instagram.com/ar/3502051376472140
Kanika Nijhawan, Himanshi Tandon, Nihaar Kuthiala, Kunal Singh, Nikita Arya, Malaika Nangia
Creative: Kshitij Rishishwar, Rukmini Sengupta, Rahul Sahu, Aashima Thakran Debashish Ghosh
Business: Vishal Mehra, Muskan Agarwal, Devika Kaushal, Vivian Albert
Tech: Priyam Saikia
Production: Pulkesh Fouzdar