South Korean agency Innored launched a campaign promoting the Reebok ZPump Fusion with a “Subway Pump Battle.”
Working off the insight that people spend too much time sitting and not enough time exercising (74 percent of Korean office workers admitted to a lack of exercise in a survey), Innored came up with a way to encourage commuters to work out while waiting for the subway. The agency installed a game in the subway, the “Subway Pump Battle,” in which two opponents are chosen (seemingly without their knowledge) and encouraged to participate.
They then race to see who can press the most amount of pump buttons in the time allowed. It’s a clever way to encourage people to get some exercise at a time of day when they otherwise would be sitting, and the game is obviously but not overbearingly branded.
The participants seemed to have a lot of fun with it and the winner of each “Subway Pump Battle” received a pair of Reebok ZPump Fusions for their trouble — and the winners looked pretty enthused about picking up the free pair of the sneakers.
In addition to the game and accompanying video, other campaign elements includes social media activations on Facebook and Instagram, as well as an online event.