Asos has unveiled a new “broad reach”, multi-territory advertising campaign that is set to target its core twenty-something female customers.
The three-month, seven figure, high frequency activity will run across VOD, social and programmatic channels in the UK, France and the US.
The campaign has been developed by ASOS Creative Lab, The Sunshine Company, Good Culture, Byte London and Smuggler Productions, and centres on an ad directed by Ricky Saiz. It will be deployed across international video-on-demand and via social channels.
The ad aims to depict “style lives being lived in different contexts and countries, from behind the scenes, out on the streets and spaces in between”.
Asos described it as a “renewed interpretation of the Asos’’ founding ‘As Seen On Screen’ idea of fashion inspiration and access is brought to life transitioning between the phones of the talent featured in the creative, including up-and-coming musician Sasha Keable, philanthropist Eva Apio and activist Gabrielle Richardson, aka Frida Cash Flow”.
The content was reportedly co-created by the influencers in question, all of whom submitted self-filmed footage for inclusion in the 150+ social assets.
John Mooney, global brand creative director, Asos said: “It’s incredibly exciting to be launching this new advertising. It’s smartly planned, targeted and timed, and the creative embodies ASOS’ belief that inspiration comes from everywhere, no matter who or where you are, while positioning the brand as a creator, curator and champion of style. The screens have changed, but at our core we’re still about as seen on screen.”