Managing Director/Executive Creative Director
at
Heimat Werbeagentur GmbH
Berlin, 德国
| 标题 | Gel TV |
| 广告公司 | Aimaq Rapp Stolle Interactive GmbH |
| 广告战役 | Gel TV |
| 广告主 | ASICS Corporation |
| 品牌 | Asics Europe/Netherlands |
| Posted | 6月 2005 |
| 产品 | Running Shoes |
| 行业领域 | 运动鞋 |
| 哲学 | 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. |
| 问题 | 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. |
| 结果 | 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. |
| 媒体类别 | Direct Marketing |
| 市场 | 德国 |
| 创意总监 | Oliver Frank |
| 创意总监 | Olaf Reys |
| 美术指导 | Danny Baarz |
| 文案 | Matthias Storath |
| 执行制片 | Susanne Ehlers |
More Work
SEE ALLCars can be good / Godzilla
- 品牌:
- Smart
- 广告公司:
- HeimatTBWA\
Unity Flags
- 品牌:
- Free Democrats
- 广告公司:
- HeimatTBWA\
Morning
- 品牌:
- Hornbach
- 广告公司:
- HeimatTBWA\
McFamilies
- 品牌:
- McDonald's
- 广告公司:
- HeimatTBWA\
Voice of the Wall
- 品牌:
- The Cultural Heirs
- 广告公司:
- HeimatTBWA\