Lucy Barrett, Sophie Bond, Claire Chilton
a day in the life of...
insights from Chris “A friend from footie really liked the look of mine, so, having the same size feet, he tried them on and was mightily impressed!”
“Lots of positive comments came out, including an admission from one client that he's just bought a pair of NBs” “I also discussed the NB with some other mates and business colleagues, and all had heard of the brand but mostly the initial reaction was ,Oh they make running shoes don't they?”
further consumer research showed‌
further insights What is the most effective way of you would be drawn towards a brand? “Good creative, in any media, would appeal, but it is so rare these days. I think TV still has the most impact for me, but a good viral can beat all.” Chris, Opinion Former
“ What‟s not effective is email junk and Facebook” Roland, 44
“Editorial - online or offline, written by people I respect or at least have good trustworthy credentials. Blogs or social media if it comes to me via trusted sources.” Martin, 40
Consumers are interested in cutting back on their purchases - but when they do buy, they want quality products that are dependable and will last. (WGSN, Online)
“Having bought cheap shoes that lasted 5 minutes, I learnt that sometimes it pays to buy quality. I must have bought 10 pairs of boots over the years, and still own them all “ Chris
outdoor fashion
The Great Outdoors
“I use all of my senses when active outside.” Opinion Former
The Big Idea The 5 Senses campaign •Using your senses to experience New Balance in the outdoors. •Heighten your senses of smell, sound, sight, touch and taste whilst exploring nature and the great outdoors.
• New Balance taking you on a journey through the great outdoors
marketing concept •Aim: To reposition New Balance as a lifestyle brand in the form of outdoor hiking shoes, encompassing the theme of senses
•Directed towards a male market, generation Jones, hitting tier 2 and borderline tier 1 and Early adopters
creative concept
3D Video
Touch Textured soles
Smell Pine air freshener
senses pack
Taste Vouchers for Sainsburyâ€&#x;s to purchase picnic food
Sound new balance branded earphones Sight Pair of 3D cardboard glasses to watch the 3D video online
POS and in-store VM • Sight -Video playing in-store • Sound - Outdoors sound • Smell - Pine air fresheners hanging on trees • Taste - In-store event day with „picnic hamper‟ foods and drink • Touch - Soles/foot prints with grass, pebbles, and bark texture
location of ads
online presence
online presence
exhibitions
future recommendations... • Extending to appeal to a female market • Limited Edition addition to the H710 series titled 6sense
• Follows on from 5 senses campaign • Introduces consumer to the physiological sense of balance (Equilibrioception) which is can be played upon as the „6th sense‟
thank you