ASICS Don't Run, Fly
BROADCASTING A world first activation to an international AUDIENCE
ASICS wanted a headline-grabbing event to launch the brand’s new FlyteFoam running technology across Europe and support the global roll-out of the brand’s “Don’t Run, Fly” ATL campaign. The campaign would need to generate product awareness amongst ASICS’ core running audiences, as well as engage a younger generation of fitness enthusiasts to grow the brand’s global social following and CRM database.
Tapping into the value that fans put on feeling closer to the action, we brought the product-truth of the new FlyteFoam technology to life by creating an elevated experience for runners of all levels. Athletes, fitness influencers, celebrities and sport enthusiasts were invited to take part in a multi-sensory product launch 50m above the River Thames, whilst encouraging each guest to trial the product first-hand and contribute to the narrative of the event.
The event was broadcast via Facebook Live to fans around the world, hosting a series of interactive interviews with Olympic gold medallists, athletes, celebrities and ASICS product specialists. The sensory experience took place between the two 61m tunnels, helping runners feel the thrill of flying over the river as they sprinted to the finish line with 60mph wind cannons, synchronised lighting and panoramic views of the city. A wide range of touchpoints were also created throughout the event space to encourage all guests to create their own content and share individual experiences with their online communities.
Facebook Live attracted 100,000 views in the first 24 hours, and generated a reach of over 2.4 million amongst an international running audience of 18-34 year olds. ASICS also gained an 18% uplift in followers on Facebook and Twitter.