As New Balance 247 was being globally launch, how would the brand communicate with the youth in Taiwan about the attitude toward “Life in 247”.

Objective :

- Introduce the new product model “247” to the market and create desire for consumer, also maximize the sales.

- Reinforce product theme “the Life in 247” to consumer to earn the WOM and create 360 halo effect.

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