Jane Leung
Aug 12, 2010

New Balance launches N-ergy in China with through-the-line campaign

Footwear brand New Balance has launched an integrated campaign to promote its N-ergy line in China and cultivate the running culture in the mainland.

New Balance launches N-ergy in China with through-the-line campaign

The New Balance N-ergy site includes an interactive gaming element and social media function.

Creative agency Bravo Asia and media agency PHD are behind the project with the digital part led by Flipscript. The project aims to transform people's daily lifestyle through higher energy levels.

The main part of the campaign sees three online games based on comic strips. A series of mini-games are embedded within the storylines, and players are supposed to learn to lead an active lifestyle from each character. The player with the highest score receives an Apple iPad as the grand prize.

A message board with a voting system allows users to share their memories of what motivated them. The campaign is also connected to social networking portals like Kaixin and Sina Weibo. New Balance is giving away merchandise daily to the participants that receives the most votes in this area.

The site also includes promotional videos and an animated presentation featuring a break down of every aspects on the new sneakers.

The campaign is supported by TV, outdoor, print and PR efforts and will run until the end of the year.

Estella Yang, head of communications at New Balance China, said the sport of running is not popular in the country. N-ergy is the company's biggest project in China this year.



Credits:
Project N-ergy
Client New Balance
Creative agency Bravo Asia
Media agency PHD
Digital agency Flipscript
Exposure Online

 

For more local breaking news from China, Hong Kong, Taiwan and Macau, go to en.campaignchina.com.

Source:
Campaign China

Related Articles

Just Published

9 hours ago

Milk tea brand in hot water over '0 sucrose' claims

Fast-growing Chinese drink brand Genki Forest has had to apologise and change the labels on its popular milk tea products.

9 hours ago

How can marketers make better Ramadan ads?

Ramadan and Eid al-Fitr marketing in the region are often made up of damaging tropes and lazy narratives. Experts from Virtue and Vice offer suggestions on breaking clichés and evolving culture along the way.

10 hours ago

Reprise places bets on India hub

AGENCY REPORT CARD: As Reprise looked to increase its performance chops and deliver greater consistency of work for clients, it placed its bets on India. Nearly half of its staff are now based in the market. But was this a growth strategy or a cost-cutting exercise?