Asics Europe/Netherlands - "Gel TV"

Aimaq Rapp Stolle Interactive GmbH Berlin, Alemania

5217

Título	Gel TV
Agencia	Aimaq Rapp Stolle Interactive GmbH
Campaña	Gel TV
Anunciante	ASICS Corporation
Marca	Asics Europe/Netherlands
Posted	Junio 2005
Producto	Running Shoes
Sector Empresarial	Zapatillas de tennis y de baloncesto
Filosofía	Create 'GEL-TV', a commercial for Europe that resembles a taped Japanese home-shopping show. Two young hosts demonstrate GEL's effect in an outrageous way. The viewer is informed that he can order the shoes at www.gel.tv, a website which is also designed entirely in Japanese. A defunct online shop redirects the consumer to nearby sports retailers where the consumer can purchase the running shoes.
Problema	Create curiosity for the European launch of new running shoes from the Japanese sports brand, ASICS, targeting young consumers for the first time. Explain the benefits of its unique GEL cushioning technology. Do this with a media budget, which compared to other sports brands, is next to nothing.
Resultado	The commercial not only led to 115,000 visits to www.gel.tv and 40,000 downloads of the film within 5 months, but has also helped to make ASICS the fastest growing footwear brand in Europe according to NPD figures.
Medio	Impresiones Colaterales y de Marketing Directo
Mercado	Alemania
Director creativo	Oliver Frank
Director creativo	Olaf Reys
Director artístico	Danny Baarz
Responsable de conceptos / redactor	Matthias Storath
Productor ejecutivo	Susanne Ehlers