Reebok recently placed an unassuming Digital Out-of-Home (DOOH) ad in the middle of Stockholm, equipped with a built-in speed cam and tracking technology to measure pedestrians’ pace.
Anyone who ran past the ad faster than 17 kilometers per hour (about 10.5 miles per hour) unlocked a brand new pair of ZPump 2.0 shoes. Check out the video above to see how have-a-go Usain Bolts fared!
Markus Schramm, Creative at Animal Agency, commented:
“We really like the idea of taking a classic billboard and turning it into something disruptive and unique,” says Animal Agency, which devised the stunt. “This gives customers an instant experience, and as a brand, we’re able to provide something of real value.”
Filip Lagerbäck, PR and social manager at Reebok Nordic, added:
“For us at Reebok, it’s important to do things for real and to actually activate the target group.” “We want to inspire people to run and push their limits, even when they’re not at the gym. That’s what our tagline ‘Be More Human’ is all about.”