As of 15 September, ASICS has just completed a multichannel campaign launching its first-ever regional Back to School collection, featuring the children of ASICS’ employees as kid models.
In a day and age where other brands are experimenting with artificial intelligence-led creatives, and AI influencers, ASICS decided to reinforce the brand’s commitment to family and community with a very ‘human’ campaign.
“We aimed for a simple, authentic approach, avoiding an overly processed look. The photoshoot was particularly exciting, as it featured the children of ASICS employees and ambassadors, creating a familiar and comfortable environment. The kids had fun alongside their parents, capturing a genuine and relatable moment that reflects the essence of our brand,” Ana Elisa Seixas, Marketing Manager, ASICS Middle East, told Campaign Middle East.
The campaign was rolled out through digital channels, social media, in-store trade marketing initiatives, and influencer collaborations.
“The in-store installations creatively connected school essentials such as pencils and books with a running track, tying into the Back-to-School theme. We collaborated with influencers who are already passionate brand advocates, as well as our running community ambassadors, allowing them the freedom to create engaging reels centered around our key messaging on technology,” Ana Elisa Seixas said.
“Additionally, we produced a series of fun reels featuring kids as “shoe review” experts, adding an authentic and playful touch to the campaign,” she added.
ASICS’ objective for the campaign was to create consumer awareness about its range of children’s shoes, incorporating the same advanced technology and features found in its adult footwear. The mandate was to go beyond a typical Back-to-School campaign featuring kids wearing ASICS shoes, which provide enhanced shock absorption, allowing them to enjoy every activity with ease.
“Our goal was to emphasise the technology, features, and thoughtful design behind our footwear, created specifically for children with their comfort in mind. As a premium brand known for its focus on advanced technology and comfort, we wanted this message to resonate in our kids’ campaign as well. Additionally, we sought to underscore our commitment to the ‘Sound Mind, Sound Body‘ philosophy by promoting an active lifestyle for children,” Ana Elisa Seixas told Campaign Middle East.
Rather than offering traditional giveaways such as bags, ASICS provided a different value proposition. Customers who purchased two pairs of kids’ shoes received a complimentary kids’ padel coaching session, further enhancing the brand’s positioning.
The offer could be availed at either of the ASICS stores in Mirdiff City Center or Dubai Mall, as well as on its online store. The offer through the month of August.
The campaign ran from 1 August till 15 September, 2024.
