OUR CAMPAIGN IDEA

The main concept behind our campaign and big idea is MAKE YOUR MARK.

Concept.

Putting your stamp on something and personalizing in a way that makes you different and unique. New Balance can help you to make your mark by not following the crowd. Be expressive with New Balance.


The Media Platforms.

Pop-Up: In order to appeal to 'Tier One' consumers a pop-up New Balance Café will appear on the rooftops of certain buildings for a few hours at a time. The café will have a retro American feel and will host vending machines full of a new special edition of New Balance trainers. These trainers will be set sizes and colours and, once the individual has selected their shoes, an interactive touch screen can be used to type in a message or pattern that best represents themselves. This message will then be embedded into the sole of the shoe, through the use of hot plates, before the product is dispensed.
By wearing these shoes, individuals will literally be 'making their mark' with New Balance everywhere they go. Influential bloggers, connectors and editors of magazines such as Dazed and Confused, GQ, POP, Wonderland, Sneakerfreaker etc will be invited to these events, and the locations will be revealed through Twitter, Facebook and the New Balance page. Locations will include Shoreditch, Old Street, Carnaby Street, and Manchester.

Viral: A Viral Video will be released to help raise awareness of the campaign and to roll 'Make Your Mark' down to appeal to the 'Tier Two' consumers.

The video begins with the New Balance Vending Machine which dispenses New Balance stickers that come alive and travel along the floor. These stickers escape to the street, making their way into a house where they meet a consumer wearing ordinary trainers. They then cover these trainers and turn them into bright New Balance (helping this consumer make their mark with the brand by getting rid of any other ordinary or mainstream brand). Once they have done this they travel back outside and cover a nearby wall to then form the New Balance symbol...literally making their mark on the fence.

If this was completed on a larger scale we envisaged the New Balance stickers causing more mischief around the city such as covering cars and passers by and turning shoes into New Balance, even business men going to work will be harassed by these stickers and will end up wearing New Balance.
HERE WE HAVE MOCKED UP THE VIRAL VIDEO...

Visual Merchandising: Our vending machine idea will also be translated to appeal to 'Tier Two' consumers by appearing in all stores that currently stock New Balance. The vending machines will feature the limited edition trainers to display for consumers. Once the consumer selects which shoe they would like to buy / try on they simply type in the relevant code (as you would for a normal vending machine) and a New Balance sticker will appear with the relevant trainer code on it. These stickers are then taken to a shop assistant who will collect the shoes ready for trying on.
This idea aims to make New Balance stand out against consumers in a more effective way while not altering the way consumers shop in-store too much. Consumers will still be able to browse and try on as many trainers as they like but it results in a higher level of interaction with the brand.


If money was no object, the vending machines in-store would also feature the personalized message application that will appear in the pop-up cafes, but for a more realistic option it is proposed that it would be possible for consumers to personalize trainer soles if they order a pair of shoes online.

RESEARCH VIDEO

We hit the streets to ask 10 Tier 2 New Balance Consumers:

'I a shop, what makes you buy a pair of trainers?'

TRAINER SOLES

I stumbled across this poster in Sneaker Freaker and it sprung an idea to mind. The New Balance Sole is quite boring and there is nothing special on it. If you look the ones below it is clear the brand is plastered all over in different colours. If consumers wear these fancy soled trainers then they are effectively printing the logo into where they walk. New balance could maximise on this...It's free marketing after all..

SNEAKER FREAKER POSTER OF DIFFERENT BRANDED SOLES

A pattern across the whole sole with arrows and the name very clearly!

Nike across the middle of the trainer with different textures at the top and the bottom...

A very large brand name and logo with different colors to stand out.

Even this sole, though more understated, has a more intricute pattern and the brand name in the middle.

Just a simple pattern surrounding and complimenting the brand logo can work!

These images have given me inspiration four our campaign. Perhaps tagging on from the Conviviality Culutre (personalisation) trend, a suggestion for New Balance could be to create a more intricute branded sole. A lot could be done with this campaign wise and they could even bring out Limited Edition soles for the Tier 1 consumer?!

Abbie xxx

LET'S MAKE EXCELLENT HAPPEN

New Balance's brand new advertising campaign, 'LET'S MAKE EXCELLENT HAPPEN', is releasing this week so I thought it would be helpful for our research to look into what the brand are currently doing in terms of communication strategies.

Although this campaign concentrates on their running products, as many of their other campaigns also do, I still thought it was useful to see how they portray their brand within the advert as it is being released worldwide into major international markets; including the UK, France, Canada, Russia, China, Japan, Australia and New Zealand.

The campaign introduces New Balance 890s; with RevLite technology and is designed to motivate and inspire active consumers to reach a new level of personal performance and thereforea new level of excellent.

Have a look!

My personal opinion on this new campaign is that, while it is quite clever to attract their more sport and running orientated consumers, it does not really have an appeal to any of their lifestyle consumers, and as a campaign that is going to be released worldwide it would have been good for them to create something that would appeal to all consumers and just generally raise brand awareness, but I guess that is where we come in.

Saying this I think the fact that they have built their own New Balance running track on Pier 54 in New York is such a great idea and fits in with their idea of 'handmade' within the company. Also, as a music fan, the tying in of The Dandelions 'On The 54' is genius.

To see a more detailed post, with examples of their print advertising, have a look on my personal research blog http://hannahnewbalanceblog.blogspot.com/2011/03/lets-make-excellent-happen.html

HANNAH

STICKER TREND

Thecoolhunter.net has launched a guerilla marketing campaign which will be used to create a buzz. The campaign involves slapping these stickers on cars, magazines and people. The stickers say things like "You've been Cool Huntered" and "The contents of this magazine have already been blogged about 3 months ago, save your money and read thecoolhunter.net".

 

At a time when magazines are seen to be struggling to win against digital media, magazine publishers are now joining together for a comeback campaign stating that "people aren't giving up swimming just because they also enjoy surfing". Even though I love blogs, magazines are in my mind, irreplaceable. 

What I like about this sticker campaign however is how intrusive the labels are: anything can literally be branded with the cool hunter as little or as much as possible, and the public are likely to notice these sticker high jacks, and even take part if provided with the stickers.

I love how the campaign has also translated into clothes- the label can be printed on tops to make a fashion statement, spreading the cool hunter awareness even further. I think that branding every day objects, and claiming them as your own is an interesting way to communicate brand identity, especially if great thought is to put into the exact locations so that these branded objects are part of the brand itself.

Caroline

THE URBAN PLAYGROUND TREND

Brands today are expected to be innovative and creative as consumers become accustomed to surreal ideas. This has resulted in it becoming increasingly important for brands to “remain experimental and original, in contrast to more conventional or established ideas.” (Melius, L. in WGSN 2011: Online)

With a new trend in urban and outdoor entertainment brands are jumping on the band-wagon to “convert the unexpected into urban playgrounds” (Marshall-Johnson, R. in WGSN 2010: Online). In 2010 artist duo, FriendsWithYou turned the city of Toronto into a magical world of colour and fun with a series of interactive art installations for the Wish Come True Festival to create, what was called, the Rainbow City. (SEE BELOW)

Consumers love the simple but “innovative ideas that come from creating a personal space in the city” (Marshall-Johnson, R. in WGSN 2010: Online) and with an increase in aspects such as rooftop entertainment and events this is set to take off into the marketing world to give brands the opportunity to develop a relationship with their consumers in their own, personal space away from other competitors.

HANNAH

80's TRENDS

‘Retro is in with a passion, and the 1980’s and 1990’s are back.’ (Associated Content 2011: Online). Spring/Summer 2011 is seeing a return to the 80’s and 90’s retro trend for sneakers, and from bloggers images it is clear that the bolder the better. Hightops have been predicted to be hot this season, with Jimmy Choo and Christian Louboutin reintroducing this style on their Spring/Summer Fashion Week catwalks. Natalie Hartley, senior editor at InStyle says that ‘with so much street style influences around, high tops give a nod to that [nineties grunge era] without feeling too try hard.’ (Telegraph.co.uk 2011: Online) Shoeblogger’s ‘Shorty Loves Shoes’ predicts that ‘sneakers in Spring are celebrating colourful funky 80’s and 90’s fashion- for better or for worse.’ (Shoeblogger 2011: Online)











‘Tier Two’ consumers are also beginning to recognize this as an appealing trend; ‘I get my inspiration from films. I have recently seen ‘The Firm’ which is set in the eighties. It reminded me how cool the chunky eighties look is.’ (Si Mason, Focus Group participant: 2011) This initial awareness of the trend marks the beginning of the ‘Trickle Down Theory’ from the ‘Tier One’ early adopter to the ‘Tier Two’ high street shopper.

When talking to Si our Opinion Former and his flat mates about their purchasing decisions, 19 year old Tobias came up with a very interesting answer. Tobias is our BIG Adidas fan. He said that he did not read magazines and did not feel that TV adverts made him go and buy something, although he would remember a cool advert for years.

Tobias said Adidas have started to focus more on their Trimm Trab style, and he currently loves the 80's chunky, colourful trainer vibe. Below are images of Adidas' Trimm Trabs, the soles are thicker, the colours more old school than fluroescent and have a definite nostalgia of when we were young.

"I love them because they are retro without being predictably retro. They are old but not old enough that everyone is wearing them as 'retro' is in. I don't like to be the same as everyone else with my shoes, I like to stand out. I get bored of things when everyone starts to get them, and I think that 80's retro is something that could really hit off."

Caroline

COMPETITION - PUMA ADVERTS

Over the past few weeks I have been collecting magazine inserts of the New Balance competition to start to understand what they are doing and how they are reaching the lifestyle consumer. This is of particular interest...


PUMA

ADVERT 1

I love this advert. The way the two men are carrying the puma shoe boxes reminds me of two delivery men carrying pizza boxes. They could be delivering the puma shoes to the consumers, highlighting the fast delivery service they provide or it could just be the fact they are likening the puma shoes to their consumers favorite food type - fastfood = fast delivery?

Alternatively the two men could be consumers eagerly collecting the Puma shoes and buying the in bulk. This would send out the message that Puma's are collectable shoes and desirabable!

ADVERT 2

The Text in this adverts reads: "The RS Computer Shoe is a technological break-through even without its computer. It incorporates numerous biochemical innovations including Puma’s unique Multiplex IV Midsole. A new four-part wedge combines lightweight polyurethane with rigid foam stabilizers and an EVA Impact Sector. Collectively reducing the weight of the shoe while achieving durability and shock attenuation far superior to conventional midsole technology. The RS Computer Shoe from Puma. When it comes to running shoe technology, it holds the record."

I think they have used too many words here. It is way to technologically advanced but i do love the slogan at the end 'When it comes to running shoe technology, it holds the record.' Does it though with New Balance and their speciality widths for running shoes?

ADVERT 3

Can Trainers really stay fresh?...Perhaps they are relating to the shoe designs and quality? The thing is the way the advert is shot with the trainer ontop of the shoe box, it isn't an innovative/fresh image and doesnt fit with the tag-line.

Please do not touch...This is a great advert! Crossing out the 'do not' is what a rebellious consumer would do. They have mimicked their consumers' behaviour in order to attract their attention. Also the colour and text work together to give the impression that the Puma trainers are 'Red Hot'.

The After Hours Athlete Advert...

PUMA has launched an integrated advertising campaign, PUMA Social, honoring the After Hours Athlete. Forget calorie counting, fitness training, and hydration levels. PUMA Social is all about the playfulness in after hours sports. From ping-pong, ten pin bowling and football to darts and karaoke, PUMA gives a nod to the athletes whose goal of scoring a phone number precedes the goal of scoring a bull’s eye. “When last call calls, don’t answer. Here’s to the after hours athlete, pumasocial”. (The Inspiration Room.com)

This is a really big campaign for them and is probably the best I have seen in a while. The fact that they came up with a person being an after-hours athlete and thinking of where consumers wear their trainers outside of running is genius! Something that definately places them as a strong competitor in the lifestyle section.

Abbie xxx

NEW BALANCE PROJECTION MAPPING

I've found this really interesting video showing New Balance using projection mapping within an advertising campaign where they actually project onto one of their shoes. This looks amazing and I feel really reflects the feel that New Balance wish to express to the UK, in terms of their lifestyle products.

Something like this would be perfect to portray a 'cool' but still niche brand to the UK public and would potentially appeal to both their Tier 1 and Tier 2 consumers, although it has also been used by other high profile companies such as Nike, and car manufacturers such as Toyota and SEAT.

The use of projection mapping would be perfect for an in-store environment to catch the eye of potential consumers, as currently New Balance do not have much of a store presence within the UK.

See further examples of projection mapping used within brand advertising on my personal research blog, http://hannahnewbalanceblog.blogspot.com/2011/03/projection-mapping.html

HANNAH