Agency: Live & BreatheClient: New Balance
Consumers purchasing a pair of New Balance 846 trainers with 'Abzorb' technologies at any JJB store from now until the end of September are in with a chance to win an action packed holiday of a lifetime for two adults.Consumers purchasing a pair of New Balance 846 trainers with 'Abzorb' technologies at any JJB store from now until the end of September are in with a chance to win an action packed holiday of a lifetime for two adults.
The tailor-made 'Running' competition and accompanying promotional campaign have been devised by creative retail marketing agency Live & Breathe.
The competition challenges entrants to describe in 25 words or less what "winning a £3,000 holiday will help me achieve."
The winning entry wil choose from one of six action holidays - swim with great whites in South Africa, sand and water sports in Dubai, a balloon adventure over Egypt, the ultimate Formula One experience, dive in the Red Sea or explore the Grand Canyon by land and water.
Live & Breathe researched and developed the complete range of action holidays on offer. The agency also created in-store materials including competition entry forms, posters and ceiling boards for use within JJB outlets.
Copy reads: "New Balance is Abzorbed in running - cushioning, our Abzorb technologies will help you achieve, whatever your goal."
A staff incentive supports the initiative and is communicated within a training pack created by Live & Breathe. The JJB store which sells most 846s during the competition period will win a cash prize.
The features and benefits of the New Balance 846 trainer are presented in the training pack so that JJB staff are fully informed and can help consumers with their purchase decisions.
The 846 is a multi-purpose trainer with a dual density midsole and visible Abzorb in the heel and forefoot which offers a combination of support and cushioning for the mild to moderate pronator.
New Balance UK & Ireland Marketing Manager, Stuart Howarth, comments: "The aim of this competition is to promote the New Balance brand to the general fitness consumer.
“We understand that runners have many aims and goals they want to achieve. To this end we make shoes that really fit and technologies that really work, aiming to enhance the running experience.”
He added, “Achievement lies at the heart of our brand and this promotion has been designed to motivate and inspire all our consumers.”
The competition closes at the end of September and the winner will be announced on October 10.