Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Slide 2
  • Slide 3
  • Thumb 0
  • Thumb 1
  • Thumb 2
  • Thumb 3

New Balance
Urban Dash

RAN IN: United States

CLIENT
New Balance

AGENCY
OgilvyAction *Lead Agency

Pam Morrisroe - Managing Director
Jeph Burton - Copywriter
Gareth Ellen - Digital Strategy
Tracy Knauer - Manager, Channel Mktg.
Yiran Liu - Art Director
Kate MacPherson - Assoc. Creative Director
May Pan - Digital Project Manager
Kevin Tripp - Sr. Manager, Channel Mktg.


Neo@Ogilvy

Jennifer Parbus - Media Supervisor
Sacha Xavier - Media Director


SUMMARY

New Balance had fallen behind in the race for relevance amongst urban runners. Rather than watch their competitors race by, New Balance focused on NYC to launch a flagship store that would serve as the beacon of their re-commitment. An innovative smartphone app broke the monotony of urban running and challenged runners to locate virtual batons dropped throughout NYC, with the new store as the finish line. Runners raced an average of 22 miles over two hours of game play. Year one traffic and revenue targets were exceeded by 15%.

CASE STUDY

New-pdf-icon

CASE VIDEO


Hero Medium: Mobile/Tablet

Medium Featured On Video: Social Networking Sites/Applications, Mobile/Tablet, Retail Experience, Consumer Involvement

Audience: Men, Women, Brand Influencers, Young Men (20-35), Young Women (20-35)

Objectives: Build, change corporate image

Type: Business to Consumer

Classification: Local

Language: English