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
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.
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.