Final Balance

Twelve Questions:

1. The challenge is to make New Balance appear as a shoe brand that appeals to all age groups and embraces a youthful playful and interactive nature.

2. The target is a younger audience approaching 20 to 35 year old creatives.

3. The brand is currently viewed as a Grandpa shoe that is made for people with orthopedic needs.

4. I would like the target audience to think of the shoe as interactive, colorful, youthful and yet still clean cut and customizable. This is playing to the new Design your own classic feature of the new balance plan.

5. The new generation loves the idea of competition and having their 15 minutes of fame on the internet. Creating an artistic competition of sorts would allow for interest via the internet to be brought 

towards the shoes based on customization. People could share their customized shoes on social media sites with the hashtag #custoclassics or something along this vein.
6. The brand essence is diy, the idea that its hand drawn and individualized.
7. The key emotion is bringing the shoe and the customization process to the streets. Having set areas in key cities set up as an art project in which people get to draw their own shoe design. Families could participate in these events getting kids of all ages involved.
9. I feel that facebook twitter and instagram would be the main media sites that could funnel this art competition. It could be based off of likes and favorites on these sites that could narrow the competition and then judges would choose the top shoes to be put into production
10. The most critical elements are the call to action. Getting people to participate in this project to get them drawing and designing their own shoes.
11. The most important take away is the newbalance is modernizing and creating fun looks for people of all ages.
12. We want the audience to start drawing and engaging in these social platforms with the goal of winning free shoes and prizes.