PROJECTION MAPPING

I've found this really interesting video showing New Balance using projection mapping within an advertising campaign where they actually project onto one of their shoes. This looks amazing and I feel really reflects the feel that New Balance wish to express to the UK, in terms of their lifestyle products.

Something like this would be perfect to portray a 'cool' but still niche brand to the UK public and would potentially appeal to both their Tier 1 and Tier 2 consumers, although it has also been used by other high profile companies such as Nike, and car manufacturers such as Toyota and SEAT.

The use of projection mapping would be perfect for an in-store environment to catch the eye of potential consumers, as currently New Balance do not have much of a store presence within the UK.

Here are some more examples of projection mapping that other companies have used:

As well as Nike Toyota and H&M have both dipped into projection mapping to help promote their brand. Toyota use it within TV advertising while H&M use it to open their new store in Amsterdam

I think this method would be really effective in terms of promoting a lifestyle brand, especially as main competitors such as Nike have already had success with it and other brands who wish to give out a 'cool' or street feel to consumers such as car brands.