Our challenge was to turn ASOS.com from a functional shopping website into a one-stop fashion destination.
We created an 80 day long behaviour changing, mood altering campaign forcing reappraisal of the brand.
Using #TodayIs and #TonightIs content was rolled out daily. On day one 'Chasing The Dawn' gave the ASOS audience the chance to enter a competition to win an epic adventure to Mexico via Miami for NYE 2013. Sporadically through the campaign the ASOS House Band made appearances in eight separate music videos to entertain ASOS.com website users. On day sixty five @OfficalSanta took centre stage to reward followers of ASOS. We created a promotional film to introduce the idea followed by a collection of Vines in response to Tweets sent from France, Germany and the UK.