Throughout June and the early part of July, sportswear brand New Balance ran a dynamic digital out of home campaign to promote their new range of trainers and support the efforts of The Evening Standard newspaper’s team of runners.
The “Runnovation” campaign ran on Exterion Media’s XTP screens at London Underground stations, with creative featuring members of Team Standard offering tips to city runners, followed by instructions on how to enter a Twitter picture competition to win a pair of New Balance 1080v4 running shoes.
Real-time data feeds allowed the creative to be tailored to local running routes, and include time of day and weather conditions. Creative also featured a promotion of the 1080v4 running shoes, and identified a nearby stockist of New Balance sportswear.
Media was planned and bought by PHD Media and Talon. Digital production was by Grand Visual, with data feeds and dynamic content managed through OpenLoop, Grand Visual’s management tool for dynamic DOOH campaigns.