// Asos reveals new multi-territory advertising campaign
// The campaign aims to reach more people, particularly young and female shoppers
// It will run across VOD, social and programmatic channels in the UK, France and US
Asos has unveiled a broad reach, multi-territory advertising campaign in an effort to target more young and female customers.
The three-month, seven figure, high frequency activity will run across VOD, social and programmatic channels in the UK, France and the US.
Developed by Asos Creative Lab, The Sunshine Company, Byte London, Good Culture and Smuggler Productions, the campaign centres on an evocative ad directed by Ricky Saiz, which shows style lives being lived in different contexts and countries.
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The ad will be deployed across international video-on-demand and via social channels.
Here, a renewed interpretation of the Asos’ founding ‘As Seen On Screen’ idea of fashion inspiration and access is “brought to life transitioning between the phones of the talent featured in the creative, including up-and-coming musician Sasha Keable, philanthropist Eva Apio and activist Gabrielle Richardson, aka Frida Cash Flow”.
Mirroring the way fashion inspiration flows from person to person, the content was co-created by these influencers, all of whom submitted self-filmed footage for inclusion in the 150+ social assets and tailored to how Asos’ customers discover fashion inspiration on each of these platforms.
“It’s incredibly exciting to be launching this new advertising,” Asos global brand creative director, John Mooney said.
“It’s smartly planned, targeted and timed, and the creative embodies ASOS’ belief that inspiration comes from everywhere, no matter who or where you are, while positioning the brand as a creator, curator and champion of style.
“The screens have changed, but at our core we’re still about as seen on screen.”