New Balance Print UP + RUNNING by Ogilvy & Mather New York

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Industry Sportswear, Athletic Footwear & Accessories
Media Print, Magazine & Newspaper
Market United States
Agency Ogilvy & Mather New York
Associate Creative Director Kate Macpherson
Creative Director Al Pascarelli
Art Director Yiran Liu
Copywriter Jeph Burton
Released August 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: NEW BALANCE
Product/Service: NEW BALANCE
Creative Director: Al Pascarelli (Ogilvyaction)
Associate Creative Director: Kate Macpherson (Ogilvyaction)
Senior Art Director: James Hudson (Ogilvyaction)
Art Director: Yiran Liu (Ogilvyaction)
Copywriter: Jeph Burton (Ogilvyaction)
Digital Project Manager: May Pan (Ogilvyaction)
Technology Partner: (Monterosa)
Video Production Partner: (Last Ditch Pictures)
Media placement: Print - AMNY Cover, Inside Spread & 1/2 Page Ad - August 2011-October 2011
Media placement: OOH - Urban Panals, Mobile Billboards in New York City Metro Area - August 2011- October 2011
Media placement: Digital - Web Banners & AMNY E-newsletter - August 2011-October 2011

Describe the objective of the promotion.
We aimed to create excitement and momentum at launch of New Balance NYC in an innovative way. Our main objectives were to position the store as the ultimate retail experience for our “NYC Activist” target through a program that spread word of mouth buzz, elevated the relevancy of the brand, and drove purchase in store.

Describe how the promotion developed from concept to implementation.
We decided to specifically target the niche community of NY runners at launch to engage with a solid influencer community. Once we nailed our audience, we developed an integrated campaign that spanned across media channels; the pinnacle being the Urban Dash game. Urban Dash is an interactive mobile game that pits runners against each other in a real-time race to find virtual batons in exchange for prizes at store.

Explain why the method of promotion was most relevant to the product or service.
Urban Dash was at its core a running experience. We took gaming, which is traditionally a category that isolates people, and brought it to life in a way that motivated the target and created a community, and did it in a way that was authentically New Balance and spoke the brand language. We made the best use of the budget allocated and were able to create a month long promotion with multiple extensions to attract the target at every turn.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Overall, we exceeded our objective to motivate New Yorkers to move and visit New Balance New York.
-1,000+ people downloaded the iPhone application
-Urban Dash video received 6MM blogger hits the 1st day
-Each player averaged 22 miles; over 2 hours of game play
-300 people lined up to enter the store on opening day
-Exceeded store launch traffic with over 12K+ visitors per month since Grand Opening
-Over 74 MM media impressions & over 55K face to face interactions with our street team