By Michael Somerville - 11:43AM - Wed 21st August 2013
Asos.com has secured a six week deal with Philips in their first ever partnership with a headphone brand.
The partnership was conceived and planned by media solutions specialist Carat and will see a digital, print and experiential campaign which will seek to engage with a urban audience who perceive headphones as a lifestyle accessory.
Josh Jalloul, Sponsorship Executive at Carat, said: “I’m very excited to have helped develop a unique strategy around fashion and style that aims to challenge perceptions of the Philips brand by collaborating with asos in such an intricate way that pushes the boundaries of digital partnerships. The extension of branded content offline and into the experiential space will allow us to deepen our connection with the audience.”
The campaign will use online and offline marketing techniques to engage users with the brand. Asos will create an animated GIF with suited DJ soundtrack, which users can share among their peers through social media.
Three upcoming DJs will be profiled through short films, interviews, fashion edits and finally live acts, extending the partnership from online to offline. The Philips branded pop-up shop in London, which launches in the fourth week, will be supported by asos digital media and magazine.
Umar Farooq, Marketing Manager at Philips, said the partnership represented an exciting opportunity to bring the new collection to an audience who is particularly responsive to creativity and innovation.
Philips reported a second-quarter comparable sales growth of 3 per cent to 5.7 billion euros in July as the company continued its Accelerate! staff programme.
Evelyn Ojo, Brand Partnerships Manager at asos, added: “What really gets the asos customer going is newness - we see that in their product choices, how they shop and their interests around fashion, which of course include music, so it’s great to be able to partner with Philips on the launch of their newest line in a product category that has, over recent years, become a lifestyle accessory.
“By utilising the asos digital, social and print platforms to bring the partnership to life, our audience is given the opportunity to experience the CitiScape Headphones through the eyes - or rather ears - of credible DJ talent in a way that is interactive, engaging and links back to fashion.”