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Passion for sport and innovation.
ASICS engaged VML in 2010 to move their brand forward within the digital space. With an extensive and complex product range and a strong brand philosophy - ‘sound mind, sound body’ - the challenge faced was to reflect the technical and ‘true sport’ heritage of the brand, whilst pioneering innovative ideas in Australia.
ASICS Mobile Site
ASICS realised the need for a mobile site through an analysis of the devices used to access their website. VML was challenged to offer the full experience of the website tailored to a mobile medium. This meant the redesign and redevelopment of the full product catalogue, social functionality, news, shoe finder, store locator and contact forms. It also had to be maintainable going forward.
Leverage the current platform of design and technology to add a mobile experience layer. VML dissected the website to determine the features users required while on the go and targeted all smart phones in the current market. The templates would also be designed to a fluid width so that it would be compatible with future smart phones as well as tablet devices.
Once live, we immediately began to see huge amounts of traffic being redirected to the mobile version of the website. Through advanced segments we were able to see the bounce rates of users with a mobile device significantly decrease as they were now given a true mobile experience. All functionality of the mobile site is currently being used including the advanced shoe finder and store locators (leading to offline sales). By far the best result was achieved by expanding the existing platform meaning that all content and functionality is instantly updated on the web and mobile versions of the website.
Run With Me
ASICS challenged us to maximise their key sponsorship of the 2011 Gold Coast Marathon, with the aim to deliver both the innovative utilization of technology that their brand is known for, while creating a whole new level of brand engagement and empowerment for everyone at the event.
Running a marathon is one of the most challenging things people will ever do. It’s the ultimate test of physical endurance; stamina and mental strength set over 42 gruelling kilometres. The Gold Coast Marathon was the perfect opportunity to engage and connect runners with the one thing that could help them make it to the finish; their supporters. So ASICS created Run with Me. A new way for runners to connect with their friends, family and support network, to make them part of the marathon experience… in real time. Using RFID technology, Massive 20m+ screens, real time social updates and Google mapping technology, video recording stations and more!
As a new concept for runners in Australia, the ASICS Run with Me campaign experienced significant levels of engagement from participants and supporters alike. The success of the campaign was quantified by the volume of supporter content created and displayed during the event. It was so successful; ASICS are rolling the program out to events across Australia.
As an iconic sports brand in the Oceania market, ASICS tasked VML to provide a competitive website to showcase their product and deliver localised marketing content to the region. The solution needed to translate the brand philosophy ‘sound mind, sound body’ and reflect the technical and true sport heritage of the brand, whilst remaining accessible.
A branded website and customised mobile site built on a flexible Content Management System which showcases the ASICS product through tools such as super zoom and technical explosions – a replication of the in-store browsing experience. Other tools such as the Running Shoe Finder utilise 3D renders of the ASICS Foot ID lab to deliver a technical and well through solution to finding your perfect shoe.
Since deployment, the ASCIS Australia website has seen a huge increase in traffic, especially via Search as a result of SEO pertaining to key products and categories. Subsequent launches in New Zealand and America have seen this solution easily expand to the requirements of each specific region, with further expansion into North and South America during 2012.