Asics Europe/Netherlands - "Gel TV"

Aimaq Rapp Stolle Interactive GmbH Berlin, Alemanha

5211

Titulo	Gel TV
Agência	Aimaq Rapp Stolle Interactive GmbH
Campanha	Gel TV
Anunciante	ASICS Corporation
Marca	Asics Europe/Netherlands
Posted	Junho 2005
Produto	Running Shoes
Sector Empresarial	Calçado Desportivo
Filosofia	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.
Tipo de Mídia	Impressões colaterais e de marketing directo
Mercado	Alemanha
Director criativo	Oliver Frank
Director criativo	Olaf Reys
Director de arte	Danny Baarz
Redator	Matthias Storath
Produtor executivo	Susanne Ehlers