MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Leading-edge thinking

ASOS
ASOS

WINNER ASOS (Agencies: Bartle Bogle Hegarty, Carat Global, Independents United)

Judges said online retailer ASOS was a worthy winner in this category, for producing a number of campaigns that were entertaining and which 'stood out in front' of other contenders. They singled out the retailer's use of technology and innovation across a number of its campaigns, including Urban Tour and Savvy Sunday, and were particularly impressed with the way activity worked so well across multiple platforms.

For its Urban Tour campaign, ASOS wanted to target the elusive 16- to 34-year-old male market. Spontaneous awareness was low, at about 13%, compared with 41% for women. Research revealed young men get their fashion ideas from people they admire in bands, films and wider culture and ASOS created an interactive platform featuring its menswear range.

Five of the world's best urban dancers appeared on the platform and viewers could check out what dancers were wearing and place an order there and then. This set-up was integrated with stock systems for the first time. Social media was key to the campaign and the brand collaborated with influential bloggers to showcase material. Facebook and Twitter competitions and games encouraged users to share content.

ASOS Urban Tour became the third most watched brand video of 2011 on YouTube, clocking up 7.36 million views.

To publicise its summer sales campaign, ASOS created a series of games where users could gain points enabling them to elbow their way to the top of a digital queue.

The campaign lifted ASOS' Facebook base by 33%, with more than 211,000 new likes, and was also run on mobile platforms, a key part of ASOS' business, delivering up to 20% of visits to its site. The medium was integral to the campaign, in light of its time sensitive nature, as customers could shop for early bargains wherever they were. Activity delivered the retailer's biggest mobile results to date.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer