Leading digital marketing business Jellyfish, has announced the rollout of a pioneering dual-sited DOOH campaign for performance footwear and apparel brand HOKA, across Times Square, New York – live for the first time today and continuing throughout August.
Together with out-of-home advertising company, Clear Channel Outdoor, and creative content agency, Mofilm, Jellyfish will run the HOKA brand’s first-ever US-based 3D billboard campaign showcasing the newly-launched Mach X, a boundary-pushing new addition to the award-winning Mach franchise.
The Mach X campaign is the latest product release under the reimagined FLY HUMAN FLY brand campaign, which celebrates the limitless possibility of flight by empowering all humans to experience joyful movement together. As part of the campaign, which also runs across social, online video, CTV, and display, the 30-second anamorphic creative features the Mach X shoe bursting out of the shoebox and smashing through the screen at lightspeed, to reveal the tagline “run like race day all day”.
The campaign will be delivered across two high-impact 3D billboards in NYC: A full-motion digital screen situated on the EDITION Hotel, adjacent to TKTS and Duffy Square, and a new full-motion digital screen facing into the Duffy Square pedestrian plaza. The campaign is expected to reach millions of people who pass through Times Square each month.
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Richard Russell, VP Omni Marketing at Deckers Brands, says: “The FLY HUMAN FLY campaign is designed to deepen brand love and accelerate awareness. Partnering with Jellyfish on a 3D billboard campaign, in one of the busiest locations in the US, will help achieve all these things, with speed and scale.”
Russell continues: “The prominent location and high-impact format of the campaign means that not only will we be able to engage with our primary runner and fitness audience, but we’ll also reach the wider consumer market”.
Emily Malone, Client Partner at Jellyfish, says: “As DOOH becomes evermore integral to a brand’s omnichannel marketing strategy, we’re honored to help HOKA drive mass reach and perceptual scale of their brand messaging across eye-catching placements in high-traffic areas.”
Malone continues: “Iconic inventory in Times Square is one of the centerpieces of the FLY HUMAN FLY campaign, in addition to several other online and offline channels spanning social (Meta, Snap, and Tiktok), video and display.”