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In a local context, New Balance had commuters in Singapore ‘seeing red’
when their ‘Love/hate’ ads were displayed at the Orchard Mass Rapid Transit (MRT) platform. Aside
from the very prominent location, the campaign was also displayed on selected buses, bus shelters,
various publications, online newsletters and television commercials...
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Aside
from the very prominent location, the campaign was also displayed on selected buses, bus shelters,
various publications, online newsletters and television commercials. (Market-interactive.com, 2008)
Deriving its market approach on the emotional element of people, their ads and videos which depict
real people in real situations reflect an almost subconscious understanding of how the human mind
behaves, being sensitive to the complex dilemmas that plague the human psyche...
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