Sportswear giant Asics has launched a new fitness focused campaign leveraging its partnership with upcoming Disney-Pixar movie Incredibles 2.
The activation, run in harness with The Walt Disney Company and agency Saatchi & Saatchi, is a family fitness campaign that promotes health, the upcoming Pixar film Incredibles 2 and a new range of limited-edition running shoes.
The objective behind the joint initiative is to persuade people of aall ages to get active simply by drawing parallels between real-life families and the fictional Parr superhero family from the Disney-Pixar property.
The multimedia campaign primarily focuses on digital, in-store and video content.
The activity is spearheaded by a video series bearing the ‘Asics FrontRunners’ banner: each of the four films in the set show specific exercises that all members of a family can partake in, whilst simultaneously encouraging them to visit the Asics store and redeem vouchers.
The next spot in the series will be a super power workout video.
In-store activations, which will commence in July, will appear in Asics shops in London, Paris, Amsterdam, Brussels, Barcelona, and Madrid – all of which will also host FrontRunners running workout sessions.
Plus, the limited-edition footwear range – compriing five custom running shoes inspired by characters including Mr Incredible and Frozone – will go on sale in June.
The campaign debuts in the first week of June and will continue to run right through the summer.
It reflects Asics fundamental belief that ‘movement is the key to a happier life’ and the work calls on all families to get behind one another, work-out together, and get each other moving more.
Robin Karakash, Asics EMEA’s director of integrated marketing communications, said: “Around the world, rates of physical activity are dropping, especially amongst children, so our mission at Asics is to get generations of families moving more.”
Comment:
This work builds on Asics existing ‘I Move Me’ big marketing idea which kicked off in summer 2017 (see case study).
Links:
Asics
https://twitter.com/ASICSeurope
https://www.youtube.com/user/ASICSvideo
https://www.facebook.com/ASICS.GB.IE
https://www.instagram.com/asicseurope/
Saatchi & Saatchi
Disney-Pixar
https://www.pixar.com/#pixar-home
