New Balance Grey Day 2021
PR, OOH and Influencer Marketing
Themed “Worn by Anyone”, the ask was to conceptualise a through-the-line campaign that would generate talkability about a world in grey. Celebrating the individuality of a multidimensional target audience that doesn’t see the world in black and white, the strategy was with the realisation that the people who truly lived in the grey were much less traditional than the typical “influencer”.
Singapore is a small country, and the conversation was zoomed in on someone with high visibility, relevance and likeability. The man also had zero online presence. Uncle Chieng, a 71-year-old Orchard Road ice-cream man, has run his cart outside Takashimaya for over 27 years. His career choice, his never-say-die attitude and his zest for life were the perfect parallel for the formidable and independent spirit of grey. We greyed out his ice-cream cart and his wardrobe, and fitted him with the latest grey New Balance 574 shoes. We also bought out his ice-cream stock so he could offer free ice-cream to New Balance customers, driving them to our store across the road. This icon of Singapore effectively served as a hyper-visible OOH placement to direct traffic to our in-store activation, where we still harnessed the online reach and relevance of more traditional personalities who drove home the message of individuality.
Singapore is a small country, and the conversation was zoomed in on someone with high visibility, relevance and likeability. The man also had zero online presence. Uncle Chieng, a 71-year-old Orchard Road ice-cream man, has run his cart outside Takashimaya for over 27 years. His career choice, his never-say-die attitude and his zest for life were the perfect parallel for the formidable and independent spirit of grey. We greyed out his ice-cream cart and his wardrobe, and fitted him with the latest grey New Balance 574 shoes. We also bought out his ice-cream stock so he could offer free ice-cream to New Balance customers, driving them to our store across the road. This icon of Singapore effectively served as a hyper-visible OOH placement to direct traffic to our in-store activation, where we still harnessed the online reach and relevance of more traditional personalities who drove home the message of individuality.
