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ASICS - MetaRun Campaign Activation

using science to create desire

ASICS

We worked with global sports brand ASICS, to deliver a unique campaign for their most advanced, high-profile running shoe to date. Our challenge was to show up at retail like never before, creating disruption around the product and its seven new technologies.

The Brief

Three years ago, scientists at the ASICS Institute of Sport Science set out on a mission: make the best ASICS long-distance running shoe possible. The result is MetaRun, ASICS’ most innovative running shoe yet. Packed with seven new technologies and patents.

We were tasked to create a stand-out retail campaign activation that would bring the ASICS’ scientific approach and the resulting product to life at ASICS flagship stores and the 250 designated retailers selling the shoe. Everything was designed and produced under top secret conditions, without the retailers and markets knowing what product and retail presentation was coming their way.

 

The Insight

To bring the story to life, we looked for fresh and engaging ways to present the product technologies and the research behind this new benchmark in performance footwear. The concept of ‘A Journey Through the Lab’ that linked to the R&D of the product was devised for retail. The main objective was to create a disruptive, sensory moment that demanded passing attention, but also created intrigue, drawing interest into the store where customers could engage and be informed across touch-points of creative expression.

The Solution

To demonstrate elements of the rigorous testing programme and create an element of theatre we presented the MetaRun to the world on a robotic arm. The campaign window celebrates the exclusive and premium properties of the finished product, while the full-motion mechanical arm continuously rotates and alternates the shoe position calling out key technologies and features and benefits.

The disruptive nature of the robotic arm grabs the attention from passers-by, while storytelling campaign elements pull intrigued customers in-store. Allowing people to experience the shoe from inside-out, we created x-ray product visuals, imagined and crafted in line with the concept. To ensure we got to a truly authentic representation of the shoe, we travelled to a specialist product x-ray radiographer to get a base image of the product to work in to, resulting in a stunning, glowing x-ray visual that heroes all the multiple new details, patents and features in just one unique exposure.

The story continues to unfold throughout the customer experience in a highly visual way; all touch-points lead the customer through the attract, engage, convert pathway, from the unveil, the story behind its creation, the technology benefits to the consumer and engineering invested by ASICS.

 

The Results

Barbara Bouwmeester, Trade Marketing Manager, ASICS Europe B.V.

We have hugely enjoyed working with the Green Room team. They brought creative and strategic value, and we have created a premium launch-package - fitting the positioning of this unique running shoe. Consumers have even posted compliments about the exciting MetaRun store windows with moving robotic arms – which proves the success of the campaign.