ASOS Urban Tour: London by BBH London, MPC, Stink for Asos

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ASOS Urban Tour: London

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Industry Apparel, Clothing & Footwear
Media Film, Digital, Interactive & Mobile
Market United Kingdom
Agency BBH London
Director Sebastian Strasser, Ben Newman
Art Director Dominic Goldman
Copywriter David Kolbusz
Producer Richard Fenton, Neil Andrews
Editor Tony Kearns
Agency MPC
Agency Stink
Production Pulse Films Ltd
Released September 2011

Awards

One Show 2012
One Show Design Broadcast Design / Campaign Silver
One Show Interactive Websites / E-Commerce Silver

Credits & Description

Category: Online Digital Design
Advertiser: ASOS
Product/Service: ASOS.COM
Agency: BBH LONDON
Creative Director: Dominic Goldman (BBH London)
Copywriter: David Kolbusz (BBH London)
Head Of Strategy: Jason Gonsalves (BBH London)
Art Director: Dominic Goldman (BBH London)
Team Director: Ngaio Pardon (BBH London)
Head Of Integrated Production: Olivia Chalk (BBH London)
Team Director: Liz Harper (BBH London)
Agency Producer: Susan Liu (BBH London)
Technical Director: Jim Hunt (BBH London)
Head Of Digital Design: Eric Chia (Addictive Pixel)
Head Of Production: Josh Tenser (Stink Digital)
Creative Technologist: Marcel Kornblum (Stink Digital)
Director: Sebastian Strasser (Stink.tv)
Producer: Richard Fenton (Stink.tv)
Director: Ben Newman (Pulse Films)
Editor: Tony Kearns (Peep Show Post)
Post Production Company: (MPC)
Agency Producer: Charlie Dodd (BBH London)
Producer: Neil Andrews (Pulse Films)
Sound Design: (Hear No Evil)
Head of Integrated Communications Planning: Michael Iskas (Carat)
Director of Media Partnerships: Jennifer Hills (Carat)
Account Director: Victoria Gregory (Carat)
Integrated Planning Director: Nick Adams (Carat)
Media placement: Website - Asos.Com/UrbanTour - 13.09.2011
Media placement: Online - You Tube Pre Roll - 13.09.20111
Media placement: Online - Online Display Advertising - 13.09.2011
Media placement: Online - Promotion Films - 13.09.2011

Describe the brief from the client
ASOS is a global online brand that designs and sells on-trend fashion. Over the last decade it has become the UK’s leading online fashion retailer for young women, but amongst men, the brand remained largely unknown.

There was an opportunity to grow menswear sales, with particular focus on augmenting the proportion of sales delivered by ASOS Own Label, which delivers the highest margins.

Describe the challenges and key objectives
The key challenge was therefore to drive awareness of ASOS brand with men 18-25y.o, despite being massively outspent by competitors H&M and Uniqlo.

However, research confirmed that young men are less actively interested and engaged with fashion than young women. Influenced by their peers, they seek inspiration from people they admire, not from traditional fashion sources. Men look to culture, not catwalks.

Describe how you arrived at the final design
It was critical that The Urban Tour feel like a shopping destination that reflected an urban aesthetic, 'As Seen on the Street'. The design needed to feel inherently masculine to appeal to the target audience, with focus on the rich content from around the world.

More than entertainment, The Urban Tour had 2 key tasks;
- Ensure the breadth of content was all easily shared across social channels to maximise reach.
- Sell the collection with seamless e-commerce functionality.

A sleek, tech-style design was born with simple unfolding roll-over animations to maximise the breadth of content without overwhelming the user.

Give some indication of how successful the outcome was in the market
7.36m global views in just 11 weeks - 3rd most popular campaign on YouTube 2011 (UK)

32% of Men16-34 in the UK saw at least 1 element of Urban Tour resulting in nearly 500,000 additional men visiting ASOS.com within 3 months.

On a media budget of £500,000 (the cost of a dozen fashion spreads), Urban Tour delivered:
- Incremental revenue: £2m
- Sales: 40,000 new male shoppers
- Awareness: Doubled from 13%-24%, overtaking Topman
- Acquisition: 24% of visitors were new to ASOS
- Conversion: 14% of visitors purchased - within 7mins of watching the content (vs target 5%)