Singapore is a small country, and we zoomed in on someone with high visibility, relevance and likeability. The man also had zero online presence.
Uncle Chieng, a 71-year-old Orchard Road ice-cream man, has run his cart outside Takashimaya for over 27 years. His career choice, his never-say-die attitude and his zest for life were the perfect parallel for the formidable and independent spirit of grey. We greyed out his ice-cream cart and his wardrobe, and fitted him with the latest grey New Balance 574 shoes. We also bought out his ice-cream stock so he could offer free ice-cream to New Balance customers, driving them to our store across the road. This icon of Singapore effectively served as a hyper-visible OOH placement to direct traffic to our in-store activation, where we still harnessed the online reach and relevance of more traditional personalities who drove home the message of individuality.
Nonconformist by nature, calligraphy artist Malik Mazlan, cheongsam dressmaker Hu Rui Xian, and multidisciplinary creative duo Jon Tan and Nathaniel Fong, fuse tradition and modernity through their craft. In our Paragon store, they each had an exhibition area which explained their philosophies and showed their grey. These were then amplified on their own, and through New Balance’s social channels via owned and paid channels.
Hu Rui Xian