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脚型测试广告
案例简介：相关性 每个运动实践者都受到某种伤害。如果跑步者没有为他/她的脚型使用合适的鞋子，可能会伤害 100 多种不同的肌肉和 33 个关节、肌腱和韧带。防止这种情况的一种方法是进行 1英尺类型测试。我们使用印刷媒体来简化和普及这一点，将封面杂志广告转化为 1英尺类型测试。一种免费、交互式和可重复使用的方式，有助于在几秒钟内改善人们的健康。副本声称: 这似乎是一个广告，但 IT'S 一个脚型测试。 活动描述 绝大多数跑步者使用错误的鞋子作为他们的脚型。他们只是去商店买他们喜欢的任何跑鞋，不知道错误的鞋子会伤害身体而不是有益。使用错误的跑鞋会影响 100 多块肌肉和 33 个关节、肌腱和韧带。为了防止这种情况，ASICS 开发了足部类型测试广告。一个简单的杂志广告，但印在一种特殊的热敏感墨水上，与体温反应。副本和正文副本指示读者在广告上站立大约 60 秒。墨水会详细显示它们的脚印，所以剩下要做的就是将它与广告角落所示的脚类型进行比较: 旋前肌、旋后肌、中性。 结果 发表了脚型测试广告的所有 2.500 份杂志都卖完了。因为它具有不同寻常的吸引力和积极帮助跑步者的能力，印刷的广告传到网络媒体，人们开始在社交媒体上谈论这个广告。在广告发布的那个月，asics 的社交网络在 facebook 和 Instagram 的个人资料上增加了 54%。在推特上，对该品牌的提及增加了 83%。我们在 asics 网站上增加了 400% 的独特访问者。在品牌渠道上，有 43% 的人询问跑步健康问题，并询问更多关于脚型的信息。除此之外，圣保罗的 ASICS 商店增加了 33% 的顾客，其中 15% 的顾客已经意识到他们的脚型。 概要 在巴西，找出你的脚类型并不常见。你必须找一个专家，比如骨科医生，或者去少数几个做这种测试的体育器材商店之一。 ASICS 是一个担心健康并想提高跑步者表现的品牌，所以它需要创造一种方法来让 1英尺型测试更简单,容易找到。最好的方法是创建一个大众媒体印刷的广告。 ASICS 的使命是帮助跑步者更好地了解他们的身体，避免损伤并提高他们的表现，因此它有特殊的跑鞋，专门为每种类型的脚 (旋前肌、中性)。通过做这个广告，我们帮助消费者找到并使用 ASICS 的鞋子。 执行 脚型测试广告是用普通胶印印刷的，但它使用了一种特殊的热敏油墨，与人体热量反应。印刷广告被列为巴西最重要的杂志的第二封面。有了这个，甚至在你进入跑步世界之前，ASICS 就提出了这个重要的问题: 学习你的脚类型来找到合适的跑鞋。因为我们选择了跑步杂志，这个互动广告帮助读者，那些已经对跑步活动感兴趣的人，以积极的方式提高他们的表现。杂志订阅者在家里收到了这个特别广告的月刊。 战略 有了脚型测试广告，我们想接触所有跑步者，尤其是那些开始这项活动的人。所以我们在巴西最受欢迎的跑步杂志封面上刊登了这个广告。杂志的发行被特别分割到有大量跑步从业者的地方，比如公园附近的街区和 ASICS 商店附近的街区。读者对这个全黑杂志广告感到惊讶，就在封面上，要求他们在那一刻做 1英尺类型测试。副本声称: 这似乎是一个广告，但 IT'S 一个脚型测试。在他们完成整个测试后，读者被邀请通过行动呼吁去最近的 ASICS 商店尝试他们脚型的特定跑鞋。
脚型测试广告
案例简介：Relevancy Every sport practicant is subjected to some kind of injury. A runner that doesn't use proper shoes for his/hers foot type may harm more than 100 different muscles and 33 joints, tendons and ligaments.One way to prevent this is to do a foot type test. We used printed media to simplify and popularise this, transforming a cover magazine ad in a foot type test. A free, interactive and reusable way to help improve people’s health in matter of seconds. The copy claims: IT SEEMS LIKE AN AD, BUT IT'S A FOOT TYPE TEST. CampaignDescription The vast majority of runners use the wrong shoes for their foot type. They just go to a store and buy whatever running shoes they like, unaware that the wrong shoe can harm the body instead of being beneficial. More than 100 muscles and 33 joints, tendons and ligaments can be affected by using the wrong running shoe. To prevent this, ASICS developed the FOOT TYPE TEST AD. A simple magazine ad, but printed on a special heat sensitive ink, that reacts with the body temperature. The copy and body copy instruct the reader to stand over the ad for about 60 seconds. The ink will reveal their footprint in detail, so all it’s left to do is compare it with the foot types illustrated at the corner of the ad: pronator, supinator, neutral. Outcome All the 2.500 magazines on that the FOOT TYPE TEST AD were published were sold out. Because it’s unusual appeal and it ability to actively help runners, the printed ad reached the online media, and people started to talk about the ad all over social media. During the month that the ad was published, the ASICS’ social networks had an increase of 54% on its facebook and Instagram profile. On twitter, mentions of the brand increased by 83%. And we have a 400% increase of unique visitor over the ASICS’ website. On the brand channels, there were and increase of 43% of people inquiring about running health issues and asking more information about foot types. Beyond that, the ASICS STORE in Sao Paulo had an increase of of customers of 33%, with 15% of them already aware of their foot type. Synopsis In Brazil, it’s nos that simple neither common to find out your foot type. You have to look for a specialist, such an orthopedist or go to one of the few sports equipment stores that do such test.ASICS is a brand that worries about the health and want to improve runners performance, so it needed to create a way to make a foot type test more simple, accessible and easy to find. The best way was to create a mass media printed ad.ASICS has a mission to help runners better understand their bodies, avoid lesions and improve their performance, and for this reason has special running shoes, made specific for each type of foot (pronator, supinator, neutral). By doing this ad, we helped the consumer to find and use ASICS shoes for the purpose that they were created. Execution The FOOT TYPE TEST AD was printed in a common offset printing, but it used a special heat sensitive ink that reacts with the body heat. The printed ad was placed as second cover, over the most important running magazines in Brazil. With this, even before you could enter the world of running, ASICS presented this important issue: to learn your foot type to find a proper running shoes. Because we’ve chosen running magazines, this interactive ad helped the readers, people who already are interested in the running activity, to improve their performance in an active way. Magazine subscribers received in their home the monthly edition with this special ad. Strategy With the FOOT TYPE TEST AD we wanted to reach out all runners, especially those who are starting this activity. So we published the ad in the cover of the most popular running magazines in Brazil. The distribution of the magazines were special segmented to places where there are high number of practitioner of running, like neighbourhoods near parks and neighbourhoods near the ASICS STORES. Readers were surprised by this all black magazine ad, right in the cover, asking them to do a foot type test in that moment. The copy claims: IT SEEMS LIKE AN AD, BUT IT'S A FOOT TYPE TEST.After they did the whole test, the readers were invited to through a call to action to go to the nearest ASICS STORE and try out the specific running shoes for their foot type.
Foot Type Test Ad
案例简介：相关性 每个运动实践者都受到某种伤害。如果跑步者没有为他/她的脚型使用合适的鞋子，可能会伤害 100 多种不同的肌肉和 33 个关节、肌腱和韧带。防止这种情况的一种方法是进行 1英尺类型测试。我们使用印刷媒体来简化和普及这一点，将封面杂志广告转化为 1英尺类型测试。一种免费、交互式和可重复使用的方式，有助于在几秒钟内改善人们的健康。副本声称: 这似乎是一个广告，但 IT'S 一个脚型测试。 活动描述 绝大多数跑步者使用错误的鞋子作为他们的脚型。他们只是去商店买他们喜欢的任何跑鞋，不知道错误的鞋子会伤害身体而不是有益。使用错误的跑鞋会影响 100 多块肌肉和 33 个关节、肌腱和韧带。为了防止这种情况，ASICS 开发了足部类型测试广告。一个简单的杂志广告，但印在一种特殊的热敏感墨水上，与体温反应。副本和正文副本指示读者在广告上站立大约 60 秒。墨水会详细显示它们的脚印，所以剩下要做的就是将它与广告角落所示的脚类型进行比较: 旋前肌、旋后肌、中性。 结果 发表了脚型测试广告的所有 2.500 份杂志都卖完了。因为它具有不同寻常的吸引力和积极帮助跑步者的能力，印刷的广告传到网络媒体，人们开始在社交媒体上谈论这个广告。在广告发布的那个月，asics 的社交网络在 facebook 和 Instagram 的个人资料上增加了 54%。在推特上，对该品牌的提及增加了 83%。我们在 asics 网站上增加了 400% 的独特访问者。在品牌渠道上，有 43% 的人询问跑步健康问题，并询问更多关于脚型的信息。除此之外，圣保罗的 ASICS 商店增加了 33% 的顾客，其中 15% 的顾客已经意识到他们的脚型。 概要 在巴西，找出你的脚类型并不常见。你必须找一个专家，比如骨科医生，或者去少数几个做这种测试的体育器材商店之一。 ASICS 是一个担心健康并想提高跑步者表现的品牌，所以它需要创造一种方法来让 1英尺型测试更简单,容易找到。最好的方法是创建一个大众媒体印刷的广告。 ASICS 的使命是帮助跑步者更好地了解他们的身体，避免损伤并提高他们的表现，因此它有特殊的跑鞋，专门为每种类型的脚 (旋前肌、中性)。通过做这个广告，我们帮助消费者找到并使用 ASICS 的鞋子。 执行 脚型测试广告是用普通胶印印刷的，但它使用了一种特殊的热敏油墨，与人体热量反应。印刷广告被列为巴西最重要的杂志的第二封面。有了这个，甚至在你进入跑步世界之前，ASICS 就提出了这个重要的问题: 学习你的脚类型来找到合适的跑鞋。因为我们选择了跑步杂志，这个互动广告帮助读者，那些已经对跑步活动感兴趣的人，以积极的方式提高他们的表现。杂志订阅者在家里收到了这个特别广告的月刊。 战略 有了脚型测试广告，我们想接触所有跑步者，尤其是那些开始这项活动的人。所以我们在巴西最受欢迎的跑步杂志封面上刊登了这个广告。杂志的发行被特别分割到有大量跑步从业者的地方，比如公园附近的街区和 ASICS 商店附近的街区。读者对这个全黑杂志广告感到惊讶，就在封面上，要求他们在那一刻做 1英尺类型测试。副本声称: 这似乎是一个广告，但 IT'S 一个脚型测试。在他们完成整个测试后，读者被邀请通过行动呼吁去最近的 ASICS 商店尝试他们脚型的特定跑鞋。
Foot Type Test Ad
案例简介：Relevancy Every sport practicant is subjected to some kind of injury. A runner that doesn't use proper shoes for his/hers foot type may harm more than 100 different muscles and 33 joints, tendons and ligaments.One way to prevent this is to do a foot type test. We used printed media to simplify and popularise this, transforming a cover magazine ad in a foot type test. A free, interactive and reusable way to help improve people’s health in matter of seconds. The copy claims: IT SEEMS LIKE AN AD, BUT IT'S A FOOT TYPE TEST. CampaignDescription The vast majority of runners use the wrong shoes for their foot type. They just go to a store and buy whatever running shoes they like, unaware that the wrong shoe can harm the body instead of being beneficial. More than 100 muscles and 33 joints, tendons and ligaments can be affected by using the wrong running shoe. To prevent this, ASICS developed the FOOT TYPE TEST AD. A simple magazine ad, but printed on a special heat sensitive ink, that reacts with the body temperature. The copy and body copy instruct the reader to stand over the ad for about 60 seconds. The ink will reveal their footprint in detail, so all it’s left to do is compare it with the foot types illustrated at the corner of the ad: pronator, supinator, neutral. Outcome All the 2.500 magazines on that the FOOT TYPE TEST AD were published were sold out. Because it’s unusual appeal and it ability to actively help runners, the printed ad reached the online media, and people started to talk about the ad all over social media. During the month that the ad was published, the ASICS’ social networks had an increase of 54% on its facebook and Instagram profile. On twitter, mentions of the brand increased by 83%. And we have a 400% increase of unique visitor over the ASICS’ website. On the brand channels, there were and increase of 43% of people inquiring about running health issues and asking more information about foot types. Beyond that, the ASICS STORE in Sao Paulo had an increase of of customers of 33%, with 15% of them already aware of their foot type. Synopsis In Brazil, it’s nos that simple neither common to find out your foot type. You have to look for a specialist, such an orthopedist or go to one of the few sports equipment stores that do such test.ASICS is a brand that worries about the health and want to improve runners performance, so it needed to create a way to make a foot type test more simple, accessible and easy to find. The best way was to create a mass media printed ad.ASICS has a mission to help runners better understand their bodies, avoid lesions and improve their performance, and for this reason has special running shoes, made specific for each type of foot (pronator, supinator, neutral). By doing this ad, we helped the consumer to find and use ASICS shoes for the purpose that they were created. Execution The FOOT TYPE TEST AD was printed in a common offset printing, but it used a special heat sensitive ink that reacts with the body heat. The printed ad was placed as second cover, over the most important running magazines in Brazil. With this, even before you could enter the world of running, ASICS presented this important issue: to learn your foot type to find a proper running shoes. Because we’ve chosen running magazines, this interactive ad helped the readers, people who already are interested in the running activity, to improve their performance in an active way. Magazine subscribers received in their home the monthly edition with this special ad. Strategy With the FOOT TYPE TEST AD we wanted to reach out all runners, especially those who are starting this activity. So we published the ad in the cover of the most popular running magazines in Brazil. The distribution of the magazines were special segmented to places where there are high number of practitioner of running, like neighbourhoods near parks and neighbourhoods near the ASICS STORES. Readers were surprised by this all black magazine ad, right in the cover, asking them to do a foot type test in that moment. The copy claims: IT SEEMS LIKE AN AD, BUT IT'S A FOOT TYPE TEST.After they did the whole test, the readers were invited to through a call to action to go to the nearest ASICS STORE and try out the specific running shoes for their foot type.
脚型测试广告
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Foot Type Test Ad
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