ASICS | Social & Digital Campaign

The day we moved an entire town

It’s not every day you get to say you moved an entire town. But, together with ASICS, that’s exactly what we did. 

Strategy

After ASICS research revealed three-quarters of people in the UK we’re in need of a mental uplift, and that Retford in Nottinghamshire had the lowest average mood, we stepped in and transformed Retford into Upliftford. 

Work

Video Campaign

For one amazing day, we turned the entire town into a movement-inspired gym to help its residents discover the uplifting power of movement. And what a difference a day made.

  • “I’ve no doubt that the event uplifted the town and its people.”

    Councillor Carolyn Troop, Mayor of Retford.

  • “The reach of the campaign and impact on market share and purchasing intent exceeded expectations.”

    Caroline Fisher, Communications Director,

    ASICS EMEA

Results

We used the ASICS MindUplifter app to measure mood before and after movement. There was a massive 27% mind uplift - lifting Retford from the lowest mood score in the UK to the highest. The campaign appeared in national press, gained 18 million views across social and digital channels and 37 million digital impressions. Purchase intent increased by 79% in the UK. Market share for ASICS increased in the UK by 5%.

Awards

Shortlists

    • Event of the Year

    • Innovation in Public Relations

    • Best use of Brand Experience

    • Best Concept

    • Best B2C Campaign

    • Best Entertainment, Travel and Leisure Campaign

    • Best Purpose Driven Campaign

    • Most Creative Experiential Campaign Of The Year

    • Purpose Award

    • Best Proof of Authenticity category

    • Best Public Awareness Cause Campaign category

    • Best use of Technology category

    • Best Use of Experiential

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