RUN OF FAME OF ASICS RUNNING SHOES

ClientASICS
Category E06. Co-Creation & User Generated Content
TitleRUN OF FAME OF ASICS RUNNING SHOES
Product/ServiceASICS RUNNING SHOES
Entrant DEEP CREATIVE DIGITAL AGENCY Moscow, RUSSIA
Idea Creation DEEP CREATIVE DIGITAL AGENCY Moscow, RUSSIA
Production DEEP CREATIVE DIGITAL AGENCY Moscow, RUSSIA
Credits
Name Company Position
Denis Komissarov Managing Director Managing Director
Roman Bokov deep creative digital agency Creative director
Arseny Tyshenko deep creative digital agency creative producer
Alexey Zaitsev deep creative digital agency Project Manager
Olga Yablonovskaya deep creative digital agency Art Director

Background

ASICS has long gained popularity and high loyalty among runners throughout Russia, because of the quality of its products. But, at the same time, until 2018, the brand did not conduct marketing campaigns. As a result - the brand has a huge number of fans “scattered” throughout Russia, but they are not united by a single, online community. Main objective: To collect the database of brand relevant users for further advertising communication with them.

Describe the strategy

We interviewed a number of professional and amateur runners, and found an interesting insight. Running sneakers have a shelf life, and after a certain mileage, they lose their original properties. Therefore, they have to change them. But, often runners can not throw out the old sneakers, because over the whole period of use, they have become close to them. The sneakers have become their bro, and throwing them away is like throwing out a part of your story. This insight works for the vast majority of Russian runners, and therefore is an excellent motivator for uniting in a single, online community. Therefore, we offered the runners to perpetuate the memory of their favorite running shoes by placing them on the Run of Fame.

Describe the execution

Online project platform - project website. (2 weeks) Users got to the site, uploaded a photo of their sneakers, told their story and shared a post in social networks. All history cards were displayed in the gallery. Offline-platform of the project - the starting town of the Moscow Marathon. (3 days of the exhibition) 29 best stories hit the stand of “Run of Fame” at the most popular race in Russia - the Moscow Marathon. Each of the participants of the offline exhibition received new flagship running shoes; ASICS Gel Kayano 25.

List the results

The project website was visited by 31,795 people in 2 weeks. 20% of visitors returned to the site at least one more time. We received 500 unique stories from 148 cities of Russia. In total, all sneakers participating in the project ran 408,486,000 meters. The cost of one lead was 4 Euro. As a result we've collected a big database of brand relevant users across all of the country to communicate with them in all following ad campaigns. After all, we expanded the base with look-alike users, receiving more than 150,000 relevant users for further communication.