Reaching the right people with the right message at the right time has never been harder, as changes in lifestyle have transformed media consumption to on-demand and on-the-go.
Odds are that traditional media is not enough to provide the results you need from your advertising spend to engage today’s mobile consumer. Digital out-of-home media makes it possible to engage the right people while they are out and about, living their daily lives, to deliver your brand message with tremendous impact.
In the case of New Balance, it allowed the brand to be a part of the fun.
New Balance Challenge
New Balance is a hit with everyday athletes. Fans of the shoe don’t consider themselves hardcore runners, but they do love working out. New Balance wanted to build brand consideration with a slightly younger demographic than it usually targeted, while keeping in touch with its core audience. New Balance also wanted to increase registrations for its Club NB program.
This marketer knew that the audience it wanted to reach was active and engaged with the world, not sitting at home passively consuming traditional media. You’re likely to find them on the treadmill or cardio machines at the gym — and digital out-of-home media gave New Balance a way to grab their attention by becoming part of their workout. Digital out-of-home reached this elusive demographic in a cost-effective manner, thanks to SeeSaw partner Netpulse.
Netpulse delivers news, entertainment and Internet connectivity to health and fitness facilities. Its innovative N4 broadband entertainment system is accessed via personal screens installed on cardio machines.
The Campaign
Netpulse provides a unique platform that employs diverse media elements to engage someone working out on a Netpulse cardio machine. For this campaign, New Balance was able to reach many of the people in the health club by showing a Flash file on all personal cardio screens while they were not in use. As people began their cardio workouts, Netpulse segmented each individual by age, gender and market to deliver either a New Balance advertisement or pop up ad promoting a new program. In addition, banners promoting Club NB rotated throughout the workout, prompting the person to sign up.
Campaign Results
Throughout the campaign, which ran for five quarters, Netpulse efficiently delivered the brand message to the target audience with their ad, while recruiting a qualified audience to join the Club NB running club by clicking on the pop ups and rotating banners.
In fact, New Balance hailed Netpulse as the success story of the campaign. Not only did Netpulse garner the most new members across the entire media buy, it was also able to acquire Club NB leads at a significantly lower cost than all the other major branded running and sports sites, such as CBS Sports, ESPN, Runners World and Running Times, that participated in the campaign.
Clearly, Netpulse took New Balance where the action is.
