Project Description

OFFICE x New Balance

2002R Roadshow

The brief

To create excitement with Gen Z females around the remix of the New Balance 2002 silhouette.

The process

Tasked with promoting the somewhat unknown New Balance 2002R, IPOS made a bold choice to ignore the traditional path of a product photoshoot and instead immerse the audience with IRL events across Glasgow, Manchester and London.

Our aim was to craft experiences that spoke directly to the Gen Z fashionista female and by recognising that this audience values experiences and immersive engagement, we set out to curate events that would encourage the participants to share their experience with the product on our behalf.

What we did

Project Management

Event Planning

Where we did it

Glasgow

Manchester

London

IPOS Design New Balance 2002r 1200x800px window - Creative Agency for Retail Brands - IPOS Creative Agency

During the one week roadshow the events were held in three coffee shops in key locations throughout the cities. During the events, attendees were introduced to a panel discussion of industry professionals, customisation stations to allowed you to take the 2002R and “Remix it your way” and a nail artist that would paint bespoke designs on your fingertips. This was all rounded off with a free coffee (inspired by the shoes key colour way) that enabled you to peel the sleeve to reveal a range of prizes up for grabs.

IPOS Design New Balance 2002r 1200x800px art - Creative Agency for Retail Brands - IPOS Creative Agency
IPOS Design New Balance 2002r 1200x800px illustrations - Creative Agency for Retail Brands - IPOS Creative Agency
IPOS Design New Balance 2002r 1200x800px coffee shop - Creative Agency for Retail Brands - IPOS Creative Agency
The outcome
IPOS Design New Balance 2002r social6 - Creative Agency for Retail Brands - IPOS Creative Agency
IPOS Design New Balance 2002r social4 - Creative Agency for Retail Brands - IPOS Creative Agency
IPOS Design New Balance 2002r social5 - Creative Agency for Retail Brands - IPOS Creative Agency
IPOS Design New Balance 2002r social2 - Creative Agency for Retail Brands - IPOS Creative Agency
IPOS Design New Balance 2002r social1 - Creative Agency for Retail Brands - IPOS Creative Agency
IPOS Design New Balance 2002r social3 - Creative Agency for Retail Brands - IPOS Creative Agency
IPOS Design New Balance 2002r social7 - Creative Agency for Retail Brands - IPOS Creative Agency
IPOS Design New Balance 2002r social8 - Creative Agency for Retail Brands - IPOS Creative Agency
IPOS Design New Balance 2002r social10 - Creative Agency for Retail Brands - IPOS Creative Agency
IPOS Design New Balance 2002r social12 - Creative Agency for Retail Brands - IPOS Creative Agency
IPOS Design New Balance 2002r social11 - Creative Agency for Retail Brands - IPOS Creative Agency
IPOS Design New Balance 2002r social13 - Creative Agency for Retail Brands - IPOS Creative Agency
Up

Increased Community Engagement

Footfall

Store visits up

£

Outsold the number 1 competitor brand

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