24 April 2011, Zirca, Singapore | In 2011 Reebok Global launched a new brand positioning to associate Reebok with fun fitness. Kult was briefed to launch this new positioning to the women in Singapore – Reebok = Fun.
We created a series of on-ground and in-store opportunities for women to have fun whilst getting fit. A trampoline photobooth toured malls, catching photos of people mid-air. The photos were then used as window display in Reebok stores.
We invited iconic UK fitness guru Mr Motivator to lead a series of spontaneous work-outs in shopping malls, culminating in an all-girls retro dance workout, held in a nightclub. This was supported by a PR campaign. Over S$300,000 worth of PR coverage generated, including a 20min piece on Channel News Asia and all major radio stations.