Campaign
Enerzite Voice
About the project
This campaign was designed to launch the 'Enerzite Z+', the successor to Descente's flagship running shoe. Instead of a traditional one-way advertisement, we created a participatory campaign that invited runners to share their own stories. By capturing their voices, we aimed to build a genuine connection between the product and the running community.
Client
Descente
Role
Sole Designer
Timeline
6 weeks
Tools
Figma, Photoshop, Illustrator
Collaborators
2 Marketers, 1 Front-end Developer
Design Strategy
Visualizing Positive Momentum
My core strategy was to translate user feedback into a visual language. I analyzed positive review data from the previous model and visualized these voices as rhythmic graphic patterns within the Key Visual. This approach transformed intangible customer satisfaction into a tangible brand identity, symbolizing the energy of running.
Microsite
Energetic Interactive
I utilized a high-contrast palette—pairing Energetic Orange with Solid Gray—to convey power and stability simultaneously. The UX was designed to be immersive; users could record their voices directly on the page and listen to other runners' messages, fostering a sense of solidarity and motivation among participants.
OOH & Social Contents
From Users to Brand Ambassadors
The campaign extended beyond the web into the physical world. Selected participants were given a professional photoshoot and these images were featured on outdoor billboards and social media channels. By turning real users into the face of the campaign, we successfully amplified brand engagement and authenticity.
Outcome
Boosting Engagement & Brand Experience
Successfully activated the running community by converting user-generated voice data into high-quality marketing assets. The campaign seamlessly extended from web interaction to OOH billboards, strengthening brand authenticity and creating a unified brand experience across on-line and off-line touchpoints.