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The whole world is a stage

Asos has gone global with its latest interactive menswear campaign that showcases performers in different cities

Asos’ latest campaign is aimed at the menswear sector and is fully online-focused to give the customer a complete interactive experience.

The campaign, called The Asos Urban Tour, is hosted on a microsite within the Asos site. On the microsite is a number of videos from around the world showcasing performance artists on the streets of cities. The site launched with two videos, one from London and the other from Paris. The videos have a real urban feel and the performances are a mix of dance, music and skating.

The videos become interactive, allowing users to click through from the video footage to buy the clothing the performers are wearing. A pop-up link appears over the video connected to the individual starring in it and invites the user to ‘break out’. Users are then shown extra footage and given two further options: get to know the individual or to find out what he is wearing.

Once users click through to find out what the performer is wearing they are taken to a page with product information where they can buy items directly. If users choose not to buy,
they can close the pop-up and return to the main video.

The campaign is a good way to attract new users to the site and introduce them to the brand: the talent on the high-impact videos will attract viewers. Users can share the videos on all social media sites so the campaign can quickly spread organically to a wider audience.

Using video in this way shows how retailers can turn creative content into a sales tool. Although the site is a good example of how this can be done, navigation becomes a little clunky at times.

Asos aims to keep users coming back to the site by adding content over the two-month period that it is live. Further videos from Tokyo and Shanghai will be added, enforcing the message that this is a global campaign. The youth culture element of the video will appeal to Asos’ target menswear customers.

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