New Balance paints Orchard MRT red

Singapore - Commuters will be "seeing red" at the Orchard MRT platform with the outdoor advertising initiative "Love/Hate" launched by New Balance on SMRT Media.

Targeted at 18- to 29-year-old runners, the campaign aims to re-launch New Balance to a younger demographic by creating an emotional connection through the personification of running.

The global direction of the campaign was taken by BBDO in the US, with Paprika Global undertaking adaptations for the Singapore market. The campaign is based on the love-hate relationship every runner has with the activity, and reinforces the message that New Balance can help to tip the scale towards loving the sport and the brand.

Apart from the Orchard MRT platform, the campaign will also run ads on selected buses and bus shelters, Juice magazine, and The New Paper. It will also run online on Windows Live Messenger and Hotmail newsletters. The TVCs will be broadcast on StarHub Cable and screened with selected blockbuster movies.