Spring 2023 saw ASICS hijack familiar beauty brand codes and clichés in a UK campaign built around the message that it is exercise that transforms, lifts and revitalises body and mind.
Working with agency AGIT8, the ad approach is to imitate familiar beauty industry advertising stereotypes and tropes to provoke thinking around the brand belief that it is exercise that has the most effect on lifting body and mind.
The strategy was built around the idea that ASICS believe there is alternative and scientifically proven way to boost self-confidence – exercise. Indeed, the planning and the idea was informed by recent ASICS research which demonstrated that it only takes just 15 minutes of exercise to improve anyone’s mental state and to lift their mood.
The creative blends seemingly classic ‘beauty shot’ images of different women alongside copy lines that ape the language so often seen in ads promoting the latest ‘miracle cosmetic product’. The executions include copy such as ‘Lifts and brightens in a few simple steps’, ‘Proven to reduce frown lines’ and ‘Formulated to target visible signs of stress.’
But on closer inspection, viewers see that the women in the images are slightly perspiring, are wearing sports tops and that the product being advertised is actually a running shoe – the comfortable, lightweight ASICS GEL-NIMBUS 25. The final endline states: ‘It takes just 15 minutes of exercise to move your mind and lift your mood’.
An accompanying call-to-action drives viewers to the ASICS Mind Uplifter app: which uses face-mapping technology to measure your state of mind before and after exercise and thus provides a quantifiable measure of the uplift. Thus reinforcing the campaign message.
The outdoor, print and social campaign ran across prime locations on the London Underground and across the city where it aimed to engage directly with millions of ASICS’ target audience in a captive environment.
These posters were supported by print executions in premium women’s publications, fashion titles and beauty magazines.
While a paid social media strand leveraged the fact that so many social streams are full of beauty brand empty promises about transforming physical appearance is just a few easy steps by spreading the word about how a 15-minute exercise regime will also lift, rejuvenate and reduce frown lines.
AGIT8 hijacks beauty brand clichés for ASICS. https://t.co/9T3jx02x9H pic.twitter.com/sjlfUROTuU
— Little Black Book (@LBBOnline) May 4, 2023
The executions also feature a trio of campaign hashtags: #ASICS, #SoundMindSoundBody and #MindUplifter.
The campaign was conceived, created and produced by London-based agency AGIT8 which was appointed as a global agency partner for ASICS back in 2021 and primariy works for the sportswear company on seasonal, regional and pan-European marketing campaigns.
“At ASICS, our five letters have meaning. ASICS is an acronym for the Latin, ‘Anima Sana In Corpore Sano’ or a Sound Mind in a Sound Body,” explained ASICS EVP Gary Raucher. “We’ve always believed in the benefit of exercise, not just on the body, but also on the mind. And in today’s society, we know the uplifting power of exercise is needed more than ever.”
“The Underground is especially great for connecting with people in a reflective moment, often off their phones and devices, just waiting for a train,” added AGIT8 founder and creative director Gerry Human. “Beautiful Minds’ catches them off-guard, challenges the norms and will hopefully make them smile – inside and out.”
Comment
This thought-provoking campaign builds on the brand’s long-running, global ‘Sound Mind, Sound Body’ philosophy and was also informed by the ‘ASICS 2022 State of Mind Index’ which found that globally, women typically exercise less than men and, as a result, experience a lower state of mind. And yet, at the same time, the beauty industry bombards women with endless quick-fix ways to improve their looks and boost confidence.
As a company, ASICS believes that the best way to feel good about yourself is through movement. Indeed, the sportswear brand’s own research shows that just 15 minutes of exercise ‘offers much more than superficial, skin-deep results’ and creates a physical and mental uplift.
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