Digital billboard, Digital spectacular, Digital station takeover
The objective of the out of home campaign was to drive awareness and create buzz by featuring New Balance sponsor Kawhi Leonard in competing markets during the NBA playoffs, with the ultimate of goal of increasing brand relevance and driving sales among the NB Hoops audience.
Strategy and Media Used:
The strategy was to leverage the most impactful, geotargeted, and contextually relevant digital out of home units in the Raptors home market of Toronto, as well as San Francisco (home of opponent Golden State Warriors), during the NBA playoffs. Digital was essential for this campaign due to the short lead time, frequent creative updates, and flighting changes that resulted from each game’s outcome. In the city of Toronto, New Balance dominated Yonge Dundas Square with the largest digital spectacular in the entire market, ensuring maximum impact throughout the city. Creative featuring Raptors superstar Kawhi Leonard resonated with fans throughout Toronto. New Balance changed creative three times throughout the campaign to capitalize on the real-time Kawhi conversation, with headlines including “Fun Guy” and “King of the North,” and finally updating to “Board Man Gets Titles” upon the Raptors championship victory. New Balance supplemented this spectacular with a digital takeover of Union Station, which connects to Scotiabank Arena, therefore reaching all commuters traveling into Toronto to attend the playoff games. In addition to featuring Kawhi in Toronto, the team worked with New Balance to strategically select a digital billboard right outside of Oracle Arena, home to the Raptor’s opponent the Golden State Warriors. New Balance and Kawhi taunted Warriors fans ahead of their next home game with “The King of the North is Coming” warning, with crossed off names of the teams Toronto beat to reach the finals. Golden State was also listed, with the understanding that they would be next! This digital billboard, live for just one week, became a trending topic on Twitter and was even featured on the Jimmy Kimmel show. Strategic unit selections, combined with timely and “edgy” creative, sparked significant conversation among the basketball community and beyond.
Overall, the campaign generated 344,948,165 earned media impressions and 836 stories.
• Social: NB Canada Instagram followers increased by +565%; Twitter/IG engagements increased by +755%.
• Products: Fun Guy & Board Man T-shirt first release sold out same-day in US & Canada, 2nd round of Fun Guy and Board Man Gets Paid shirts sold out same-day on the NB site T-shirts also sold out for both drops at NYC Flatiron Store in 24 hours. Additionally, exclusive
Kawhi Playoff Pack & Championship Pack shoes all sold out within minutes of launch!