Skip to content

New Balance & Vistar Media: Celebrating victory with responsive DOOH for Femke Bol

New Balance_Utrecht_NEO Hoog Catharijne_01 (2) (1)

Industry

Retail

Challenge

New Balance sought a dynamic DOOH campaign that could adapt in real-time to Femke Bol's championship performance, shifting between pre-race motivation and post-victory celebration.

Results

The responsive creative approach successfully allowed New Balance's brand to align with Femke Bol's success, celebrating her victory and reinforcing their brand image as a supporter of athletic excellence across the Netherlands.

Key Product

Demand-Side Platform (DSP), Dynamic creative

nl.newbalance.eu/
new balance - dooh campaign

For this campaign, New Balance aimed to celebrate Dutch athlete Femke Bol's performance at the Budapest championship with a dynamic digital out-of-home (DOOH) approach. The key challenge was to create a flexible campaign that could adapt in real-time to the championship's outcome, seamlessly transitioning between a pre-race motivational message and a post-victory celebration, or a conventional branding approach if the results were different.

A dual-track approach

New Balance partnered with Vistar Media to implement an innovative responsive creative solution. The campaign was structured in two distinct phases:

  • Phase 1; Pre-race motivation:
    The initial goal was to uplift Femke Bol's spirits and cultivate a sense of positivity and determination leading up to the race.
  • Phase 2; Outcome-driven adaptability:
    The campaign was designed with exceptional adaptability. Depending on the championship's outcome, the creative would automatically transition to either:
    • A celebratory campaign, amplifying her triumph across the Netherlands
    • A more conventional branding approach, if the results were not a victory

This dual-track approach ensured the campaign remained agile and ready to embrace success in any form. The responsive creative dynamically adjusted campaign messages to accommodate various screen sizes, enhancing efficiency and resource management.

Adapt for impact

The responsive creative approach proved to be a powerful tool, allowing New Balance's brand to soar in harmony with Femke Bol's success. The campaign not only celebrated victory but encapsulated the very essence of triumph, resonating like an inspiring tune across the Netherlands and reinforcing New Balance's brand image as a supporter of athletic excellence.

Key highlights

-> Real-time adaptability
Campaign messages evolved in real-time to align with the unfolding story of Femke Bol's performance.

-> Cost effective impact
Utilising responsive creative allowed for efficient resource allocation, especially when victory was certain.

-> Nationwide celebration
Femke Bol's success was showcased across strategically chosen Dutch cities, including Amsterdam, Rotterdam, Utrecht, Amersfoort (her birthplace), and Arnhem (her training location), turning the campaign into a source of national pride. The inclusion of Amersfoort and Arnhem added a personal and poignant touch.

Want to replicate this level of precision, creativity and impact?
Vistar Media’s platform and strategic expertise are built to deliver immersive, location-oriented DOOH campaigns that move both audiences and metrics.
Let’s spark your next success together.