ASICS India Collaborates with Ambient OOH to Amplify #PaceToGlory
ASICS, in collaboration with Ambient OOH, hosted a range of engagement activities to further amplify the #PaceToGlory campaign. The #PaceToGlory campaign is a combination of the brand’s commitment in making India fit and their core value of delivering high-performance sportswear.
The objective of the campaign is to inspire people of all ages and abilities to move more and enjoy the physical and mental benefits of exercise. Keeping in mind the spirit of the ICC Cricket World Cup there couldn’t be a better time to leverage this activation in Delhi and Mumbai. Additionally, Cricket being a very important segment for ASICS globally, they have titled Jasprit Bumrah and Bhuvneshwar Kumar as their brand ambassadors in India as their attributes like pace, rhythm and perfect timing resonates highly with the brand.
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 avatar of Jasprit Bumrah and Bhuvneshwar Kumar was unveiled. Those unveiling the image 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 and on completion their time 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 idea of bringing together a whole lot of engagement, a pinch of challenge and a complete product experience generated the necessary attraction for the brand. The two-week long activation is an extension of the brand’s marketing philosophy, focused on the 70-year philosophy of ‘making people move’. The activation executed at malls across Delhi and Mumbai garnered 1500+ engagements and 2.5 lacs impressions.
Speaking on the campaign, Deepak Kumar, EVP – Ambient OOH said, “The enthusiasm around the World Cup fever has been steep, while 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.”