NEW BALANCE 365 by Mother New York for New Balance

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NEW BALANCE 365

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Industry Clothing
Media Promo & PR, Case study
Market United States
Agency Mother New York
Executive Creative Director Linus Karlsson, Paul Malmstrom
Art Director Jed Grossman, Mark Aver
Copywriter Eugene Fuller
Designer Derrick Lee
Producer Mike Aaron, Emil Kullänger
Editor Todd Thoenig
Released February 2010

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: NEW BALANCE
Product/Service: LIFESTYLE FOOTWEAR
Agency: MOTHER NEW YORK
Date of First Appearance: Feb 22 2010 12:00AM
Entrant Company: MOTHER NEW YORK, USA
Entry URL: http://www.NB365.thiscomesfrom.us
Executive Creative Director: Linus Karlsson/Paul Malmstrom (Mother)
Mother: Imogen Bailey (Mother)
Art Director: Jed Grossman (Mother)
Copywriter: Eugene Fuller (Mother)
Art Director: Mark Aver (Mother)
Creative Technologist: Rey Peralta (Mother)
Designer: Derrick Lee (Mother)
Strategist: Ben Parker (Mother)
Producer: Mike Aaron (Mother)
Assistant Producer: Bryan Reisberg (Mother)
Editor: Todd Thoenig, (Mother)
Production Company: Rhea Scott (Little Minx)
Producer: Emil Kullänger (Little Minx)
Director/Editor: Jesper Kouthoofd (Little Minx)
Interactive Agency: (Almighty)
Media placement: Microsite - Http://www.newbalance365.com/ - February 22, 2010

Results and Effectiveness
-Unique Visits per Month: 10,580.50 -Weekly App Downloads: 1,264 -Avg Time Spent On Site: 3.91 min.

Creative Execution
We created a way for people to interact with the brand daily. We created the world’s first audio/video alarm clock app that wakes you with original branded content featuring the shoes.

Insights, Strategy & the Idea
Business objective: Increase sales of lifestyle sneakers in a recession. Marketing objective: Articulate a nebulous brand essence in such a way that the trade and the consumer developed a better sense of NB Lifestyle’s personality. Communications Objective: Develop a flexible idea that can be used to support an almost infinite variety of shoes over the course of 2010. Audience: Pragmatistas - cool, stylish men & women aged 26-34 who appreciate things of substance and have a self-image as being happily off-centre. They like NB but perhaps aren’t sure what it really means. Insight: Engage Pragmatistas in a daily conversation and give them a really rich sense of the brand. Create interactions that go beyond shoe purchase in terms of depth and frequency of engagement. Relevance: Move from virtually no brand communication to daily engagement. Create content and tools of interest and value. Explore the muti-faceted nature of the NB brand.