NEW BALANCE 1080V14 LAUNCH
Year: 2024
Company: Mongoose
Location of Event: Singapore & Malaysia
To launch the New Balance 1080v14, we transformed two of Southeast Asia’s busiest malls into immersive, high-energy running playgrounds. The campaign brought the “Run Your Way” concept to life through a vibrant city-inspired course featuring digital challenges, cultural touchpoints, interactive zones, and compelling product storytelling. Across both Singapore and Malaysia, consumers, media, and KOLs were invited to test the new shoes in a fun, gamified environment designed to strengthen brand engagement and drive trial.
​
Singapore Activation (29 Oct – 3 Nov)
The Singapore leg at Suntec City featured creative interpretations of beloved local icons, including the Dragon Playground, HDB void deck tables and chairs, and an SG bus stop structure. Participants experienced a full digital challenge journey, tested the 1080v14 on treadmills, and redeemed New Balance–branded ice cream mochi upon completion. Opening day was dedicated to media and KOL previews, supported by brand ambassadors who guided consumers through every touchpoint across the six-day activation.
Malaysia Activation (6 – 10 Nov)
Held at Sunway Pyramid, the Malaysia activation placed a strong emphasis on hands-on product experience. The setup included a mini challenge zone that allowed runners to test the shoes directly, alongside the same treadmill system used in Singapore. Upon completing the digital challenge, visitors enjoyed a flaming ice cream mochi live-station redemption. The activation carried consistent storytelling from Singapore while adapting to local consumer behaviour and venue flow for an engaging five-day run.
Across 11 days and two markets, nearly 3,000 participants completed the course, tested the 1080v14 through interactive zones, and redeemed exclusive rewards. Media, KOLs, and on-ground ambassadors further amplified reach and engagement throughout the campaign.
​
My responsibilities spanned full end-to-end planning and execution across Singapore and Malaysia. This included conceptualization, production management, on-site setup, venue liaison (permits, paperwork, and regulatory requirements), coordination with F&B partners, managing stock with New Balance’s internal teams, creating the digital challenge from scratch, overseeing photography and videography, and training and managing the entire event crew for both countries.