Le Défi Runnovation de New Balance

Afin de promouvoir ses valeurs de performance et d’innovation, New Balance lance une campagne de communication qui allie sport, art et digital : le Défi Runnovation. En collaboration avec Arena Media Native (groupe Havas) et les studios créatifs Le3 et The Boat, New Balance a lancé un défi à 2 e-influenceurs français adeptes du running : Victoria Monfort, actrice et bloggeuse et Cyril Paglino. « New Balance est a la base une marque que j’affectionne particulièrement. Quand j’ai été approché et que j’ai découvert le script, je me suis dis qu’il y avait le potentiel pour faire une belle campagne tout en prenant du plaisir sur ce tournage. » nous a confié Cyril Paglino.

Le défi à relever est de dépasser leurs limites en affrontant leur double numérique lors d’une course effrénée dans les rues de Paris. Afin de rendre possible le dispositif, la technique de Street Maping a été utilisée pour un résultat artistique et original. Le principe est de projeter des images en mouvement sur les façades de bâtiments. Cyril Paglino nous a déclaré : « Que ce soit dans le sport, ou dans entrepreneuriat, le « combat contre soi- même » est omniprésent. A la lecture du script, je me suis senti à l’aise et assez proche de tout ça. »

L’effort physique est au centre du dispositif, accentué par la dimension numérique du projet. Le but de ce projet est également le partage de la vidéo qui met en scène les 2 coureurs, la stratégie de social media souhaitée par New Balance est à l’origine de la vidéo. Courte et rythmée, la vidéo est mise en avant par Victoria Monfort et Cyril Paglino qui possèdent de grandes communautés sur différents réseaux sociaux (ils cumulent à 2 eux des dizaines de milliers de followers). Socialyse (groupe Havas) soutient la viralisation du film qui fera également l’objet d’un making-of, ce qui permettra aux internautes de découvrir les coulisses de la production de la vidéo. Le film sera visible en format court à la télévision sur M6 à partir du 13 décembre.

Cette opération innovante permet de mettre en avant une expérience de course plus que des produits. La performance sportive et numérique permettent de proposer un résultat efficace et original. La notion de dépassement de soi prend ici tout son sens.

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