ASICS / Tube Race
AnalogFolk were briefed to create interest and excitement around the opening of the new ASICS London Store. Europe’s first flagship store for the company was positioned as the ‘ultimate performance store for running’. The audience target was ‘active Londoners 25 to 35yrs’, alongside running media and running blogs.
We decided to target ‘active’ Londoners on their commute to work in and around the vicinity of the new ASICS flagship store. Working from the insight that people think London is too big and unwieldy to traverse, relying upon public transport or taxis for their everyday journey, we wanted to inspire London to walk or even run parts of that journey.
We challenged consumers to see if they could outrun a train, by racing against The Circle Line in the ultimate test of man against machine. The challenge took place in an interactive installation in the store window of ASICS London for everyone to see. Consumers raced the tube on a custom built treadmill in the window of the store, with their speed and progress tracked on a large digital display. Winning times were automatically entered on a leader board in the store window and on the ASICS website. To set a benchmark and to inspire people to take part, we challenged 2006 World Triathlon Champion, Tim Don, to outrun The Circle Line over two distances. Thankfully, he won both, although the 5K race went right to the wire! Film of Tim’s race was screened at the store opening event, reported in the press and blogged online.
Over 5,000 Londoners entered the challenge over 2 weeks. Though 10s of thousands more cheered them on from the street. The best recorded time against the Tube won win a trip to Japan to take part in the Tokyo Marathon. The campaign received unprecedented paid and earned media coverage online and in the press. More importantly, sales in-store were 400% above target for the 2 weeks of the activity.
Sales in-store were 400% above target for the 2 weeks of the activity.