Asics Europe/Netherlands - "Gel TV"

Aimaq Rapp Stolle Interactive GmbH Berlin, Deutschland

5249

Titel	Gel TV
Agentur	Aimaq Rapp Stolle Interactive GmbH
Kampagne	Gel TV
Werbende	ASICS Corporation
Marke	Asics Europe/Netherlands
Posted	JunI 2005
Produkt	Running Shoes
Geschäftsbereich	Sportschuhe
Philosophie	Create 'GEL-TV', a commercial for Europe that resembles a taped Japanese home-shopping show. Two young hosts demonstrate GEL's effect in an outrageous way. The viewer is informed that he can order the shoes at www.gel.tv, a website which is also designed entirely in Japanese. A defunct online shop redirects the consumer to nearby sports retailers where the consumer can purchase the running shoes.
Problem	Create curiosity for the European launch of new running shoes from the Japanese sports brand, ASICS, targeting young consumers for the first time. Explain the benefits of its unique GEL cushioning technology. Do this with a media budget, which compared to other sports brands, is next to nothing.
Ergebnis	The commercial not only led to 115,000 visits to www.gel.tv and 40,000 downloads of the film within 5 months, but has also helped to make ASICS the fastest growing footwear brand in Europe according to NPD figures.
Medientyp	Informationsmaterial & Direktmarketing
Markt	Deutschland
Creative Director	Oliver Frank
Creative Director	Olaf Reys
Art Director	Danny Baarz
Texter	Matthias Storath
Executive Producer	Susanne Ehlers