ASOS are the key SS10 sponsor and, together with advertising agency Mother, have come up with a very amusing concept for the idents - real cats in a house, with voice overs mimicing the contestants in various bitch offs. The ten second idents, shown at the beginning, middle and end, are as hilarious as the show itself.
TV sponsorship is often cost prohibitive but not for ASOS, whose marketing budget increased by 4% last year to £4.1 million. Their strategy for this year is to increase UK market share and boost sales accordingly. The mass exposure to Next Top Model’s 18-34 female audience, coupled with the entertaining and engaging creative, is a marriage made in heaven. As Tyra would say they’ve committed to the concept and nailed it!
ASOS started out as ‘As Seen On Screen’. Perhaps their next step should be a return to roots - dress the models on the show and allow viewers to buy the ‘elimination’ outfits in a special ASOS / Next Top Model microsite. Meiow to that!