|Title||ISLAND MOVEMENT 247|
|Product / Service||NEW BALANCE 247 LIFESTYLE SHOES|
|Category||A02. Durable Consumer Goods|
|Entrant||MOULIN 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|
|Jacky Wen / Dennisk Huang / Eia Huang / Jessy Ho||Moulin Orange digital branding agency||Creative director / Design director / Interactive programming / Project manager|
"Island Movement 247" We activated an exclusive Taiwanese “Life in 247” by the campaign of “Crowd Lu X Island Movement 247” Through a Taiwanese singer-songwriter, he’s going around the island has lent a fresh perspective to the inspiration of “Life in 247”.
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.
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.