Minimus: New Balance - A New Beginning

Casey Grant and Dave McCaughan

This case study describes the launch of Minimus, a new running shoe brand by New Balance, in Japan as a simple product returning to basics following a series of tragedies in the country.

Minimus: New Balance – A New Beginning

Casey Grant and Dave McCaughan

Campaign details

Brand owner: New BalanceAgency: McCann Erickson JapanBrand: MinimusCountry: JapanChannels used: Events and experiential, Internet – display, Internet – general, Internet – microsites, widgets, Mobile and apps, Online video, Outdoor, out-of-home, Point-of-purchase, in-store media, Social media, Word of mouth and viralMedia budget: Up to 500k

Executive summary

By producing a new running shoe at a time when the thought of a 'new start' was on everyone's minds in Japan, New Balance were able to get product...

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