- Establishing two-way communication with runners
- Creating a single platform for runners
- Integration into the "City Marathon"
The ASICS brand has been on the market for a long time, and during this time it has managed to acquire a whole "army" of brand fans from all over the country. However, due to the expansion of the distribution network deployment methods, the brand does not have a digital base of loyal consumers, and as a result - feedback from them.
It was necessary to develop a creative campaign that would help to find and gather a base of the most loyal fans of the brand across the country – the "core" of communication for future ASICS campaigns.
Every runner knows that even top sneakers have a limited resource. After a run of about a thousand km, the shoes begin to lose their properties, sending the runner to the store for a new pair. And the old one is forced to go to the trash, even if it looks good on the outside.
We remembered that people don't like to throw things away in two cases: if they are of high quality, and if something connects them with them. And in the case of ASICS running shoes, we are dealing with a k-k-combo!
These simple arguments allowed us to assume that hundreds of their previous pairs of ASICS are stored in the bins of the runners of our homeland, who passed through fire, water and wet feet with them, and launch the ASICS Running Shoes Walk of Fame campaign.
The project's online platform is the project's website.
Users got to the site, uploaded a photo of their sneakers, told their story and shared a post on social networks.
All cards with stories were displayed in the gallery.
The offline platform of the project is the starting town of the Marathon.
29 of the best stories got to the stand of the "Walk of Fame" at the country's most massive race – the City Marathon. Each of the participants of the offline exhibition received new flagship running shoes ASICS Gel Kayano 25.
- The project's website was visited by 31,795 people in 2 weeks.
- 20% of visitors returned to the site at least once more.
- We received 500 unique stories from 148 cities.
- In total, all the sneakers participating in the project ran 408,486,000 meters.