Lucy Barrett, Sophie Bond, Claire Chilton

a day in the life of...

“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?”

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”

further consumer research showed…

“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

“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

further insights

What is the most effective way of you would be drawn towards a

brand?

“ What‟s not effective is email junk and Facebook”

Roland, 44

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

•Directed towards a male

market, generation Jones,

hitting tier 2 and borderline tier

1 and Early adopters

marketing concept

•Aim: To reposition New

Balance as a lifestyle brand in

the form of outdoor hiking

shoes, encompassing the

theme of senses

creative concept

3D Video

senses packSound

new balance branded

earphones

Sight

Pair of 3D cardboard glasses

to watch the 3D video

online

Taste

Vouchers for Sainsbury‟s

to purchase picnic food

Touch

Textured soles

SmellPine air freshener

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