New balance

A TECHNOLOGY-DRIVEN, HIGH-END PERFORMANCE RUNNING SHOE CALLED FRESH FOAM, THAT'S DESIGNED TO WORK FOR A WIDE SPECTRUM OF RUNNERS.

the product

GET THE YOUNGER PART TIME RUNNER TO ONLY BUY NEW BALANCE SHOES BY MAKING THE BRAND SEEM YOUNG, CITY-CENTERED, AND PLAYFUL (NOT SUPER HARDCORE AND PRO).

the GOAL

THE target

WOMEN, 25-35 LIVE IN CITIES WANT TO STAY HEALTHY BUT DON’T HAVE TIME TO WORK OUT STRESSFUL DAY-TO-DAY, BUT THEY’RE PROUD OF HOW THEY’RE HANDLING THE STRESS OFTEN ON YOUTUBE SEARCHING FOR “HOW-TO” VIDEOS

dataWOMEN WHO LIVE IN CITIES TAKE MORE THAN 8000 STEPS EVERY DAY.

insightWOMEN SPEND MOST OF THEIR DAYS RUNNING AROUND (CATCHING A SUBWAY TRAIN, RUNNING TO WORK/MEETINGS,…) - THEY’RE NOT EVEN AWARE THAT THEY’RE ALREADY DOING THE WORK OUT THEY THINK THEY DON’T HAVE TIME FOR.

Source: The Walking Site and FitBit

1 IN 3 WOMEN CARRY A COMFORTABLE PAIR OF SHOES IN THEIR HANDBAG FOR WHEN HIGH HEELS START TO BITE

Source: Daily Mail

THE opportunity

YOUNG URBAN WOMEN ARE CONSTANTLY ON THE GO. NEW BALANCE CAN CONNECT WITH THEM BY BEING PRESENT IN THEIR DAY-TO-DAY LIFE, REMINDING THEM THAT THEY ALREADY ARE ATHLETES; THEY JUST HAVE TO GEAR UP AND MAKE THE NEXT RUN A PLEASANT ONE.

THE CONSUMER’S CONTEXT

THINKING

FEELING DOING

Hyped, anxious, or tired

I need to get to work/

meeting on time, my feet are killing me,

I need a massage

Crossing the street, hailing a cab, waiting

for a train, walking, running errands.

WHO ARE WE TALKING TO?

the RUSH-HOUR RUNNERS

gym is where your sneaker is

big idea

FRESH FOAM IS THE ONLY GEAR THAT WILL GET YOU GOING THROUGH ALL THE ROUTINE WORK-OUT THAT YOU PUT YOURSELF THROUGH - DAILY.

SINGLE MOST IMPORTANT MESSAGE

#canyourush

Rush-Hour Runners VS

Real Athletes

WHAT: A series of street events that allow some lucky customers to directly engage with the product and be a star for a moment.

HOW: “Marcy Ave to Times Square Challenge” see who gets there faster while wearing Fresh Foam sneakers.

WHY: It combines physical and digital elements, and it’s watchable/shareable.

COMMUNICATION FRAMEWORK

ENTERTAIN CONNECT INFORM CONVERT

STREET EVENTS

PR OOH

SOCIAL SEARCH

RETARGETING DISPLAY ADS

YOUTUBE TRUEVIEW SOCIAL

YOUTUBE TRUEVIEW PRODUCT WEBSITE

AWARENESS CONSIDERATION BUYING

comms ecosystem

OOHSEARCH

WWW

PR

PRODUCT SITE

SOCIAL

EMAIL

AW

AR

ENES

SC

ON

SIDER

ATIO

NBU

YIN

GLO

YALT

Y

DISPLAY

DISPLAY RETARGETINGSOCIAL

SOCIAL