Campaign: Creating the World's Largest 3D Street Artwork
PR team: M&C Saatchi Sport & Entertainment
Timescale: November 2011
In 2011, sportswear giant Reebok partnered with fitness firm CrossFit, creators of a core strength and conditioning programme that is popular in the US. The pair planned to jointly promote the programme, which aims to get people 'fit for life'.
It planned to launch this Reebok CrossFit association in 2012 in the UK. Ahead of the campaign, Reebok asked retained agency M&C Saatchi Sport & Entertainment to build anticipation for the programme.
- To promote Reebok as the number one fitness brand
- To generate pan-European news that positioned Reebok as a fun, bold and provocative brand in the world of fitness
- To create an experiential event where fitness regulars and enthusiasts could trial and learn more about Reebok CrossFit
- To tease Reebok's 2012 brand campaign.
Strategy and plan
The PR team decided to work with street artists 3D Joe & Max to break the Guinness World Record for the world's largest 3D street artwork - a giant Reebok CrossFit outdoor workout space.
To maximise coverage, the artwork was officially unveiled as the world's largest in front of print and broadcast media on 17 November - Guinness World Records Day. Images were released to all national picture desks.
The artwork remained open to the public until 20 November, giving consumers the opportunity to interact with the image, workout and have their photo taken. Participants were able to share their Reebok CrossFit experiences by tagging their image on a dedicated Reebok CrossFit page on Facebook.
The artwork took seven days to complete, so in the run-up to the unveiling, the PR team released video content to showcase the artwork's development and build curiosity and anticipation.
To achieve high visibility, this content was targeted at influential bloggers and trend sites including Hypebeast, Sneaker Freaker and Hello You Creatives.
The team also tweeted regularly, sending out 1,500 tweets in seven days.
Measurement and evaluation
Within a week, the project generated more than 30,000 online articles across key European markets including Germany, the Netherlands, Russia, Spain, Poland and the UK. The artwork was covered widely across Europe including in Bild and NRC Handelsblad, and by The Sun online. It had 2,381 'likes' on Facebook, was shared 890 times and generated more than 200 comments.
The three project videos, which were hosted on the Reebok YouTube channel, were watched 822,466 times and received 1,406 'likes', with only 23 dislikes. More than 2,000 people were photographed interacting with the artwork. According to BuzzMetrics, positive sentiment for the Reebok brand rose by 15 per cent during the campaign period.
MARK STRINGER, FOUNDER, PRETTYGREEN
3D art is always a great idea. But the idea is the easy bit; it is in the differentiation of the execution where this launch works.
The execution felt fresh. Bringing CrossFit to life with athletes and equipment embedded into the art, along with a Guinness World Record, demonstrated the campaign had been delivered by a PR agency looking for coverage, not just an agency looking to do a launch.
My only two questions would be: Did it explain what CrossFit is from a picture story perspective - is it about apparel, a workout or a bit of both?
That said, as a launch idea to drive consumer understanding, it was a great base on which to build for the PR campaign and gave the team something to engage consumers and media alike.
Secondly, the budget. If one measured purely the coverage and views of this particular stunt, did it deliver a sound investment?
Only the agency and client really know the answer.
But it is often the sum of the parts that delivers the campaign, not the individual component parts.