Indiantelevision.com Team

(17 September 2007 6:00 pm)

MUMBAI: Heads or tails. Day or night. On or off. There are two sides to everything in life, and more importantly, at least two sides to everybody.

Footwear major Reebok is showcasing this insight in a global integrated marketing and ad campaign Two People in Everyone.

The campaign, which brings to life Reebok's brand mission of 'Celebrating individuality in sport and life' is being done through television, retail, out of home media, print, digital and various other integrations.

Starring sports icons like cricketers Rahul Dravid and MS Dhoni, soccer stars Thierry Henry, Iker Casillas and Andriy Shevchenko, basketball all-stars Allen Iverson and Yao Ming, tennis rising star Nicole Vaidisova, Korean pop sensation Ivy, top Japanese model Jessica Michibata, South American triathlete Oscar Galindez and accomplished martial artist Kid Yamamoto, Two People in Everyone showcases two distinctively different sides and emotions in each person.

Being seen for the first time digitally around the world, global assets will serve as the vehicle to communicate Reebok's Two People in Everyone brand point of view in an impactful online video.

The manifesto reads "Some maintain sports is a faction of elites, that only the top one per cent matter, that those who allocate every waking moment to the perfection of their game trump all others. That those who try to find a balance between sport and life are defeated before the opening buzzer. We respectfully disagree. Actually, we disrespectfully disagree. Actually, screw those guys."

Reebok India MD Subhinder Singh Prem says, "Reebok is the only brand to embrace the contrast within today's biggest sports icons and celebrate their authenticity, individuality and unique personas.

"The essence of the campaign is to capture the off field side of these stars rarely seen by the outside world and to recognise the fact that our consumers live dual lives. More importantly it shows our belief in the pursuit of a balanced life and our message for the consumer that its time to embrace the two sides in you.

"2007 has been a defining moment in the history of Reebok. We have opened four exclusive lifestyle stores and plan to take the number up to 40 by the end of the year. We already have a strong sports heritage with 51 per cent market share and 500 stores across India.

"We hope to boost performance and enhance lifestyle with on field and off field products to cater to both needs. The Two in Everyone campaign is a step in the same direction."

The global campaign encourages young people to celebrate their individuality by depicting two different sides of sports and entertainment stars. For example, on the field, Dravid is a determined and dependable batsman while off the field he is a reserved person with a passion for reading. On the field Dhoni is a power hitter while off the field he is fun loving computer games geek with a passion for motorcycles and dirt biking.

Bringing Reebok's message to life, the ad tag lines reflect each icon's 'off court' persona rarely seen by the mainstream public. For example the Dravid execution states "Ever see a wall and wonder what's behind it. There are two people in everyone." Likewise Dhoni's execution takes inspiration from his life/work balance of pursuing his off field passions and a full time high pressure cricketing career. "We see the smiles. It's the bat that feels the rage. There are two people in everyone."

To strongly support the Two People in Everyone movement, Reebok will launch a digital marketing campaign promoting the interactive microsite www.2ineveryone.com. On the site, consumers can view exclusive 'Behind the Scenes' footage of the campaign, and in addition they will be able to create their own alter ego by answering the important question "what 2 r u?"

Consumers will choose "what 2" people they identify with, such as Dravid being "dependable batsman/avid reader" or Dhoni being "power hitter/motorcycle maniac." The "what 2 r u" identities will be posted live onto a moving ticker on the microsite for people from all over the world to view.

Reebok's campaign will also promote footwear and apparel worn by the sports icons both on and off the court. For example the Dhoni ad will showcase the best product he wears while competing and also while pursuing his private passions.