2013 Results

CAT 29 - Promotions & Incentives (PIE)

SILVER

180 Amsterdam (NETHERLANDS)

Asics, Speedcam: "Speedcam"29-01279-PIE
 

Agency (& City): 180 Amsterdam, Amsterdam

Chief Creative Officer- President: Alan Moseley

Creative Director(s): Dean Maryon

Account Director: Andrew Smith, Gemma Knox

Account Manager: Ali Ronca

Agency Producer: Eline Bakker

Photographer(s): Brenninkmeijer & Isaacs: Reinjan Parkke & Kevin Kimman

Production Company (& City): 180 Amsterdam / Brenninkmeijer & Isaacs

Production Company Producer(s): Jelani Isaacs

Tech Producer: Brenninkmeijer & Isaacs: Sander Brenninkmeijer

Editor: Brenninkmeijer & Isaacs: Chee-Han Wong

Post Production: Inhouse at 180

Client: Michael Price, Director of Marketing

Short explanation

You’ve seen them as you drive down the road. Those LED speed signs that frown at you when you’re going too fast. With some reverse engineering, we helped ASICS create a special kind of speed camera that encouraged passers-by to speed up, instead of slow down.

We placed two innovative speed cameras on a popular jogging path. As runners came into range of the first camera, their speed was measured and displayed alongside a motivational message. The second speed camera then congratulated athletes for their hard work, again depicting their speed so they could gauge their improvement.

To drive athletes in-store, a built-in camera took a photo of runners, printing out their image and speed on a ‘speed ticket’ that also served as a voucher for a free ASICS Foot ID.

Description

Sports performance brand ASICS is making the motivation of everyday athletes the centrepiece of their 2013 marketing push. The ASICS ‘Journey of Improvement’ campaign encourages athletes to develop their skills and improve in their sport.

ASICS wanted to bring the ‘Journey of Improvement’ to life in an event that would challenge and motivate athletes to better their best and improve in their sport.

As this was a local event, the secondary objective was to drive foot traffic into the nearby ASICS retail store, where athletes could stock up on ASICS gear that would also help on their Journey of Improvement.