The vast majority of runners use the wrong shoes for their foot type. They just go to a store and buy whatever running shoes they like, unaware that the wrong shoe can harm the body instead of being beneficial. More than 100 muscles and 33 joints, tendons and ligaments can be affected by using the wrong running shoe. To prevent this, ASICS developed the FOOT TYPE TEST AD. A simple magazine ad, but printed on a special heat sensitive ink, that reacts with the body temperature. The copy and body copy instruct the reader to stand over the ad for about 60 seconds. The ink will reveal their footprint in detail, so all it’s left to do is compare it with the foot types illustrated at the corner of the ad: pronator, supinator, neutral.

The FOOT TYPE TEST AD was printed in a common offset printing, but it used a special heat sensitive ink that reacts with the body heat. The printed ad was placed as second cover, over the most important running magazines in Brazil. With this, even before you could enter the world of running, ASICS presented this important issue: to learn your foot type to find a proper running shoes. Because we’ve chosen running magazines, this interactive ad helped the readers, people who already are interested in the running activity, to improve their performance in an active way. Magazine subscribers received in their home the monthly edition with this special ad.

All the 2.500 magazines on that the FOOT TYPE TEST AD were published were sold out. Because it’s unusual appeal and it ability to actively help runners, the printed ad reached the online media, and people started to talk about the ad all over social media. During the month that the ad was published, the ASICS’ social networks had an increase of 54% on its facebook and Instagram profile. On twitter, mentions of the brand increased by 83%. And we have a 400% increase of unique visitor over the ASICS’ website. On the brand channels, there were and increase of 43% of people inquiring about running health issues and asking more information about foot types. Beyond that, the ASICS STORE in Sao Paulo had an increase of of customers of 33%, with 15% of them already aware of their foot type.