ASOS unveils multi-territory advertising campaign
5e October 2021: ASOS, one of the world’s leading online retailers, today unveils a wide-reaching, multi-territory advertising campaign. Targeting ASOS ‘core female customers in their 20s, the seven-digit three-month high-frequency activity will take place across VOD, social and programmatic channels in the UK, France and the US.
Developed by ASOS Creative Lab, The Sunshine Company, Byte London and Smuggler Productions, the campaign centers around an evocative ad directed by Ricky Saez, which shows lives of style lived in different contexts and countries, behind the scenes, on the streets and spaces in between. Celebrating how fashion inspiration comes from everywhere, it reaffirms that ASOS is relevant and inspiring during peak shopping season.
The ad will be deployed through international video on demand and through social channels. Here, a renewed take on ASOS ‘founding idea “As On Screen” of inspiration and access to fashion comes to life as they pass between the phones of the talents featured in the creation, including up-and-coming musician Sasha Keable, philanthropist Eva Apio and activist Gabrielle Richardson, aka Frida Cash Flow.
Reflecting the way fashion inspiration flows from person to person, the content was co-created by these influencers, all of whom submitted self-filmed footage for inclusion in over 150 social resources and tailored to how ASOS customers discover fashion inspiration on each of these platforms.
John Mooney, Global Brand Creative Director, ASOS said, “It’s incredibly exciting to launch this new ad. It’s intelligently planned, focused and timed, and the creation embodies ASOS’s belief that inspiration comes from everywhere, no matter who or where you are. , while positioning the brand as a designer, curator and champion of style. The screens have changed, but basically we are still as we see it on the screen. ”
ASOS is an online retailer for fashion enthusiasts around the world, with the goal of giving customers the confidence to be who they want to be. With its industry-leading app and mobile / desktop web experience, available in ten languages and in over 200 markets, ASOS customers can purchase a curated selection of over 85,000 products, from a mix of constantly evolving over 850 of the world’s best products and local third-party brands and its range of fashion house labels – ASOS Design, ASOS Edition, ASOS 4505, ASOS Luxe, As You, Collusion, Reclaimed Vintage, Topshop, Topman, Miss Selfridge and HIIT. ASOS aims to provide a truly seamless experience for all of its customers, with an increasing number of different payment methods and hundreds of local delivery and return options, including next day and same day delivery. , shipped from state-of-the-art distribution centers in the UK, US and Germany.