visaro and furon launch
New Balance Football
Fully integrated product launch
As a newcomer to the extremely competitive football market, dominated by Nike and adidas, we needed to create a distinctive fully integrated global launch campaign for New Balance’s first two football boots, launching simultaneously, that would challenge our audience to consider New Balance as a credible alternative.
Our core 17 year old audience has a very real view of the world. They know that success at any level of the game doesn’t come from talent alone; it’s born from hard work and a relentless determination to improve. They know that in order to succeed (in life and in football) you need to work hard, have a plan and make the right choices.
We made a virtue out of having to launch the two products simultaneously by creating a simple campaign to launch both. Avoiding the typical hyperbole of the category, we kept things very straight forward and direct, creating a simple proposition that challenged our audience to identify with one style of play or another: did they Make Chances or Take Chances?
The fully integrated campaign included outdoor, print, digital, social and retail and featured a launch film featuring key players, a global experiential challenge where consumers were encouraged to trial the boots plus a an interactive VR experience at retail simulating a training session with Aaron Ramsey and Adnan Januzaj using 360 Oculus Rift technology.
We achieved over 70% sell through at full SRP in top 4 speciality retail accounts in each of our 4 key global markets. Social followers grew to 26,489 and our content had 82,417 engagements with an average rate of 6.2%. The film achieved over 3m views on YouTube. Instagram grew by 9,387 followers (12%) within 24 hours. Facebook and Twitter had 22% and 4.5% growth.