I MOVE LONDON

TitleI MOVE LONDON
BrandASICS
Product/ServiceSPORTSWEAR
Category B13. Brand Voice & Strategic Storytelling
Entrant EDELMAN London, UNITED KINGDOM
Idea Creation EDELMAN London, UNITED KINGDOM
Media Placement EDELMAN London, UNITED KINGDOM
PR EDELMAN London, UNITED KINGDOM
Production UNIT9 London, UNITED KINGDOM
Credits
Name Company Position
Jamie Cordwell Edelman Associate Creative Director
Prashant Yadave Edelman Planner
Fiona Berwick Edelman Director
Sophie Rhatigan Edelman Associate Director
James Donovan Edelman Account Director
Waiming Wee Edelman Producer
A Common Future Unit9 Director
Tom Elliott Unit9 Director Of Photography
Simon Reichel Unit9 Editor
Harry Starkey-Midha Unit9 Producer
Nurjan Nevzat Unit9 Production Manager
Joe Youens Unit9 Production Assistant
Chris Banks Unit9 Sound design and composer
Ben Hooper Edelman Head of Content

The Campaign

I Move London was about getting Londoners to move more and feel the benefits of exercise by making exercise the antidote to overcoming the stresses of urban life. The most common of these, was the commute on the tube. What if, rather than the ordinary commute, we inspired people to put on a pair ASICS and run part or all of the distance instead? The activation element of the campaign, Run the Tube was a touring multisensory 85m light installation tunnel which rewards those who move. Commuters swap train tracks for running tracks. Ultimately ending with all Londoners arriving at their destination feeling better, because when you move your body, you move your mood. I Move London launched with a series of social content videos starring ASICS’ influencers.. The campaign also lived through a range of media channels from Spotify, Metro, Evening Standard to ASICS’ own app, Runkeeper.

Execution

Our earned media strategy had two phases: I Move London launch on July 19th -Leading with our statistics around the barriers to exercise we targeted national and lifestyle press to launch I Move London -We placed our hero video content with High Snobiety exclusively to reach the target audience Run the Tube August 2nd - 9th -Invited media and social editors to the launch event to interview ASICS and athlete spokespeople and cover on social -At launch we captured photography with Getty, offering an exclusive photo to the Evening Standard to secure a half page feature -Video content was distributed to online media the morning after to drive consumers to Run the Tube in the following days -Getty continued to capture photography throughout the campaign to ensure maximum pick up – this resulted in imagery being used in a half page piece in The Telegraph business

Tier 1: Media Outputs 57 pieces of earned coverage 5.1M opportunities to see 68% - ASICS achieved the highest levels of sponsorship awareness across the IAAF World Championship. This was driven by in-park (including out of home) advertising (58%), as well as #RuntheTube & #IMoveLondon content posted by partners including Spotify, TimeOut and Metro. Overall, awareness increased to 75%. 32 influencers generated 4.36M reach with 74 posts, with 98% positive sentiment. The appeal of the campaign resulted in captivating 23 earned influencers. 40% of social commentary was positive, 43% was neutral 1.3k email sign-ups for the TIme Out workshops 9.7m social engagements. 19m social impressions. Tier 2: Target Audience Outcomes 7% increase in purchase consideration during the campaign. 4% increase in brand awareness. 10% within the 18-24 year olds 9.7m social engagements. 1.7m campaign engagements. Tier 3: Business Outcomes 5.8k Runkeeper sign-ups. 12.5k participants taking part in Run The Tube. 22m partnered impressions. £12.5k opening day store sales driven by Metro promotion The website saw an increase of 280k new users, especially from the youngest demographic 18-24 year olds 33% of web traffic came from the Spotify partnership

The Situation

I Move London, we believe, has the hallmarks of what modern-day PR campaigns should be: based on a hyper-relevant cultural insight relevant to the audience, smart use of earned / owned / paid media and a demonstration of a brand acting on its beliefs, not just talking.

The Strategy

ASICS wanted to breakaway from their core running audience who already know and love them, and introduce their brand to a new audience. Our strategy was to understand the barriers that prevent the new audience from exercising and create an activation that got people moving. We commissioned fresh research on barriers to movement and causes of stress in our audience’s lives and we identified the daily commute to work as a big barrier. Once identified, we used this insight for the creative idea. Using a blend of paid, earned and owned media, spanning partnerships with Spotify, TimeOut & the Metro and a range of influencers we got our I Move London message out to our audience in a relevant, timely and targeted way.