How ASICS India, Ambient OOH kept people on their toes, literally!
By M4G Bureau - July 18, 2019
The brand’s activation in collaboration with Ambient OOH, was part of the #PaceToGlory campaign and was executed at malls across Delhi and Mumbai garnering 1500+ engagements and 2.5 lakh impressions
Japanese high-performance sports brand, ASICS in collaboration with Ambient OOH, hosted a range of engagement activities to further amplify the #PaceToGlory campaign. The objective of the campaign, which was aimed at coinciding with the World Cup fever, was to inspire people of all ages and abilities to move more and enjoy the physical and mental benefits of exercise. The brand named Jasprit Bumrah and Bhuvneshwar Kumar as their brand ambassadors in India, given that the players’ attributes like pace, rhythm and perfect timing resonate with the brand’s objectives.
The #PaceToGlory on ground activation encouraged participants to wear the ASICS shoes available at the kiosk and run on a spot that had motion calibrated to the screen. On running faster, the images of Jasprit Bumrah and Bhuvneshwar Kumar were unveiled. Those unveiling the images in the least amount of time won vouchers from ASICS.
As part of the second engagement activity named ‘Pace to Store’, participants had to slip on the ASICS shoes and put on the complete cricket gear. Post which they had to run towards the store in the least amount of time. On completion, their speed was displayed on the leaderboard. To increase the excitement, participants could share their warm wishes and messages to the India Cricket team through the Wishing Wall available at the venue.
The two-week long activation is an extension of the brand’s 70-year philosophy of ‘making people move’. The activation executed at malls across Delhi and Mumbai garnered 1500+ engagements and 2.5 lakh impressions.
Speaking on the campaign, Deepak Kumar, EVP - Ambient OOH said, “The enthusiasm around the World Cup fever has been steep. Our Cricketers were sporting ASICS gears on field, so spotting an ASICS activation on ground naturally takes the excitement up a notch. Additionally, ASICS and Ambient offered audiences an opportunity to experience the comfort and grip that our sportsmen have been raving about. ‘Pace to Glory’ is a one of a kind, purpose led initiative and we feel privileged to be a part of the same.”
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