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I Move London

EDELMAN, London / ASICS / 2017

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Overview

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Credits

Overview

Background

We were given the brief to leverage ASICS’ sponsorship of the 2017 International Association of Athletics Federations (IAAF) World Championships in London and Regent Street Flagship store opening to introduce ASICS’ brand ‘refresh’ and new brand tagline ‘I Move Me’ and repositioning back to their anima sana in corpore sano (Acronym ASICS) founding principle of ‘a sound mind and body’ – based on the notion and movement and sport have the opportunity to benefit you physically and mentally. Engage a new, younger, more diverse audience with this message.

Execution

Our earned media strategy had two phases:

I Move London launch on July 19th

-Leading with our statistics around the barriers to exercise we targeted national and lifestyle press to launch I Move London

-We placed our hero video content with High Snobiety exclusively to reach the target audience

Run the Tube August 2nd - 9th

-Invited media and social editors to the launch event to interview ASICS and athlete spokespeople and cover on social

-At launch we captured photography with Getty, offering an exclusive photo to the Evening Standard to secure a half page feature

-Video content was distributed to online media the morning after to drive consumers to Run the Tube in the following days

-Getty continued to capture photography throughout the campaign to ensure maximum pick up – this resulted in imagery being used in a half page piece in The Telegraph business

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