ISLAND MOVEMENT 247

TitleISLAND MOVEMENT 247
ClientNEW BALANCE
Product / ServiceNEW BALANCE 247 LIFESTYLE SHOES
CategoryA08. Brand Experience
EntrantMOULIN ORANGE DIGITAL BRANDING AGENCY Taipei City, CHINESE TAIPEI
Idea Creation MOULIN ORANGE DIGITAL BRANDING AGENCY Taipei City, CHINESE TAIPEI
Media Placement MOULIN ORANGE DIGITAL BRANDING AGENCY Taipei City, CHINESE TAIPEI

The Campaign

“Island Movement 247” We activated an exclusive Taiwanese “Life in 247” by the campaign of “Crowd Lu X Island Movement 247”. Crowd Lu is a Taiwanese singer-songwriter favored by young people, his works are inspired by everyday life. He’s going around the island has lent a fresh perspective to the inspiration of “Life in 247”.

Creative Execution

We documented the interactions between Crowd Lu and the 7 craftsmen who own the spirit of “Life in 247”. During the round-island journey, 24 hours a day and 7 days a week, daily real-time broadcasting through online to offline facilitated the cross-platform interaction with fans and the rapid spread of the voice. After 7 days of Island Movement, with 7 stories of the craftsmen, a song of “Life in 247” was born. We launched the song in a live concert on the last day, the big day of the journey. The Music Video was also a big hit on YouTube! *Online: Social Facebook, Instagram & campaign site. *Offline: Interactive OOH

Result (in one week) *Media exposures: 384 Items of news *Fans growth: 300% increasing *Reach: 1,780,406 users *Racked up record sales, selling out in less than 2 hours.

Crowd Lu is a Taiwanese singer-songwriter favored by young people. We activated “Crowd Lu x Island Movement 247 ”and published a brand new song ”247”which inspired by the 24/7 round-island tour on the 7th day to hit a home run to young people’s heart.

Leverage - As New Balance 247 was being globally launch, continue the theme “Life in 247” concepts, creating online to offline communication in local culture style. Create & Amplify - Creating WOM through real story and also leverage the local influencer to connect with the youth in Taiwan. Keep - Continue to extend energy to maximize the sales.

Credits

Name Company Position
Jacky Wen / Dennisk Huang / Eia Huang / Jessy Ho Moulin Orange digital branding agency Creative director / Design director / Interactive programming / Project manager
Links
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