Based around the fact that physical activity and sports are beneficial to health, Reebok Sports Club in Spain has launched a new campaign which aims to drive home a message about the vital importance of regular sport to everyone’s health – especially in light of the Covid-19 pandemic.
The campaign’s core messaging claim is “It is more important than ever to be strong” and it also emphasises the clubs’ pandemic-related safety and security measures to address consumer reluctance to return to activities in closed, indoor public spaces.
‘With this pandemic, today more than ever, it is important to be strong and prepared for what may come’
The Reebok Sports Club initiative, created in collaboration with agency MONO, is fronted by F1 driver Carlos Sainz and his son Carlos Sainz Jr and spearheaded by a hero spot broadcast online and through the brand’s social networks.
The video is based around showing various sequences featuring the facilities of the two CSR centers (La Finca and Madrid) and the passion of those using them.
“The feeling of well-being that exercise gives, also the relationship with the community that a gym becomes, makes our immune system stronger, what better time than now to return to something that will help you face what we have had to live, ”said María Arizabalaga, Director of Marketing and Business Development at RSC.
The campaign was created for Reebok Sports Club’s María Arrizabalaga, Antonio Sainz and Blanca Sainz by a team at MONO led by Managing Director Jorge Fesser, CCOs Bitan Franco, Sito Morillo and Nando Vega Olmos, Creatives Adrián Bravo and Alberto Pacheco, plus an account team led by Marina Jiménez.
The production company was Bonus Studio with Director Kevin Takagi, Producer Carlos L Fesser and PDO Ricardo Kuetell, plus sound and music by Chaco Music House.
Comment:
In short, it is a promotional project that aims to attract new members and regain the habit of assisting those who have lagged behind due to confinement. Community building through the concept of sport as an activity beneficial to health is a powerful marketing strategy for this return to normalcy that September brings.
Links:
Reebok Sports Clubs
https://www.pinterest.com/rbksportsclub
https://www.facebook.com/reebokclub
https://www.youtube.com/user/thereeboksportsclub
MONO Madrid
https://monomadrid.com/en/creative-collective-en/
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