The 2011 campaign titled "LETS MAKE EXCELLENT HAPPEN" aims to introduce the new New Balance 890's to the UK market. The campaign is designed to motivate and inspire individuals to reach a new level of personal performance, so the aim is very similar to Nike's 'Just Do It' really. They are told to reach a 'new level of excellent'.
The print campaign is as follows:
The copy reads:
'Excellent is built from the ground up.
Excellent proves itself every day.
Excellent raises the bar, and dares us all to raise it higher.
New Balance: Lets Make Excellent Happen.'
I do like this campaign, the font is reminiscent of Puma's After Hours Athlete, however 'Outrun Ordinary' a phrase used in the copy could have made a more solid foundation for the marketing campaign.
I do think though that this print campaign is a vast improvement from the ones originally looked at, it gives the brand more personality, whilst still keeping its identity. It looks like a campaign that could compete on the same level with brands such as Nike, Puma, Adidas, which is where New Balance needs to be. Elements of this campaign can be brought into the lifestyle campaigns - the arty, cutting edge feel for example.
Video Campaign:
The TV campaign has been launched world wide, it shows a New Balance track being constructed at Pier 54, New York, where New Balance athletes celebrate competition as a way to inspire each other to achieve new levels of excellent performance.
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