| Title | Gel TV |
| Agency |
Aimaq Rapp Stolle Interactive GmbH
|
| Campaign |
Gel TV
|
| Advertiser |
ASICS Corporation
|
| Brand |
Asics Europe/Netherlands
|
| Posted | June 2005 |
| Product |
Running Shoes
|
| Business Sector | Sneakers / Athletic Footwear
|
| Philosophy | Create 'GEL-TV', a commercial for Europe that resembles a taped Japanese home-shopping show. Two young hosts demonstrate GEL's effect in an outrageous way. The viewer is informed that he can order the shoes at www.gel.tv, a website which is also designed entirely in Japanese. A defunct online shop redirects the consumer to nearby sports retailers where the consumer can purchase the running shoes. |
| Problem | Create curiosity for the European launch of new running shoes from the Japanese sports brand, ASICS, targeting young consumers for the first time. Explain the benefits of its unique GEL cushioning technology. Do this with a media budget, which compared to other sports brands, is next to nothing. |
| Result | The commercial not only led to 115,000 visits to www.gel.tv and 40,000 downloads of the film within 5 months, but has also helped to make ASICS the fastest growing footwear brand in Europe according to NPD figures. |
| Media Type |
Direct Marketing
|
| Market | Germany |
| Creative Director |
Oliver Frank
|
| Creative Director |
Olaf Reys
|
| Art Director |
Danny Baarz
|
| Copywriter |
Matthias Storath
|
| Executive Producer |
Susanne Ehlers
|
