The challenge was to drive awareness of the ASOS brand among guys aged 18-25. Young men are less 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.
The Building Blocks
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SocialSocial Media
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VideoVideo
The Votes
The Details
- Agency
- Brand
- ASOS
- Targeted Regions
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- Global
- Marketing Objective
- Launch Date
- Sept. 14, 2011
The Team
- BBH www.bartleboglehegarty.com
- Dominic Goldman, Creative Director
- David Kolbusz, Copywriter
- Jason Gonsalves, Head of Strategy
- Ngaio Pardon, Team Director
- Liz Harper, Team Director
- Olivia Chalk, Head of Integrated Production
- Susan Liu, Interactive Producer
- Jim Hunt, Technical Director
- Eric Chia, Head of Digital Design
- Charlie Dodd, Agency Producer
- Stinkdigital www.stinkdigital.com
- Josh Tenser, Head Of Production
- Marcel Kornblum, Creative Technologist
- Stink.tv www.stink.tv
- Sebastian Strasser, Director
- Richard Fenton, Producer
- Pulse Films www.pulsefilms.com
- Ben Newman, Director
- Neil Andrews, Producer
- Peep Show Post www.peepshowpost.com
- Tony Kearns, Editor
- MPC www.moving-picture.com
- Hear No Evil www.hearnoevil.tv
- ASOS
The Stats
- 7.36 million global views
- 14% purchased within 7 mins
The Results
Urban Tour had 7.36m global views in just 11 weeks and was the 3rd most popular campaign on YouTube in 2011 (UK). 32% of UK men aged 16-34 saw at least one element of the campaign, 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 of £2m. Awareness doubled from 13% to 24%, overtaking Topman. 24% of visitors to the site were new to ASOS and 14% of visitors purchased within 7 minutes of watching the content (vs target 5%).
