New Balance: Street fitting room
Nami Kim
Campaign details
Brand owner: E-Land (retailer)Agency: Leo Burnett KoreaBrand: New BalanceCountry: South KoreaChannels used: Mobile and apps, Outdoor, out-of-home, Social mediaMedia budget: Up to 500k
Executive summary
New Balance (NB) is a popular footwear brand in Korea. However, it had yet been established as a well-known apparel brand like Nike and Adidas. Stylish and trendy brand NB saw the opportunity to extend the brand territory as an apparel brand through the 2011 F/W marketing communication by featuring their goosedown jackets, since they...