Y2018ASICS COMMUNICATION Edelman China2018.01.12
ASICS 2017 BRAND COMMUNICATION FOCUSMaintain the strong preference among core runnersEstablish brand awareness among young generations to expand business CORE RUNNERSFITNESS EXPLORERS
KEY CHALLENGESCORE RUNNERSFITNESS EXPLORERS Increasing amount of alternative products to improve performanceASICS less recognized as having good versatility and look and feel to fit their needs
OUR STRATEGYLET THE PRODUCT SPEAKADDRESS DIFFERENT PURPOSE OF MOVINGto remind Core Runners of our performance superiority and refresh Fitness Explorers of our brand new style to struck stronger emotional resonance with each target groups
CORE RUNNERCOMMUNICATION PLAN
UNDERSTANDING CORE RUNNERWHAT’S THE BARRIER OF MOVE?Farther, faster, BP…Core Runners run to improve performance and chase the sense of achievementSelf-challenging is hard work,It’s always easy to lose faith on the long way to the next breakthroughWHY MOVE?
MOVING CORE RUNNERASICS, with its strong performance gear and comprehensive running service, create running experiences that Core Runners can truly enjoy, and gives them confidence to pursue the next breakthrough.
THE CORE MESSAGE FOR CORE RUNNEREXPERIENCE BETTEROUR EXPERIENCE MAKES BETTER GEARYOUR EXPERIENCE MAKES BETTER RUNNERThe 25th anniversary of ASICS signature running footwear GEL-KAYANO 25 reflects our trustworthy experience of advancing technology for better performanceASICS is offering more integrated running service in China to help runners gain valuable experience which continuously makes them better runners
COMMUNICATION ASSETSDESIGNER INTERVIEWMr. KAYANO and his ¼ lifeFANS STORYKAYANO, move mePRODUCT MOVEKAYANO 25TECHNOLOGY MOVEFlyteFoamTMPACER STORYMy new roleDREAM MARATHON ACTIVATIONMove me, WorldwideEXPERIENCE MOVENew project to focus onTECH SHOWROOMMove with FlyteFoamTMAMBASSADOR TIPS Inspire ME, move me
DESIGNER INTERVIEWMR. KAYANO AND HIS ¼ LIFEFANS STORYKAYANO, MOVE METPRMEDIA LOGOEPR MEDIA LOGOKOLLOGO# 一双 25“岁 旧跑”“”鞋 的 新生# 用 1/4 人生能做些什么# 这次我终于见到“了 25”代传人VerticalMediaKOLLifestyleMediaDEMOTopic: 你的 30 岁还和 25 岁一样吗？TPRMEDIA LOGOEPR MEDIA LOGOKOLLOGO#30 岁敢向自己挑战一个马拉松么# 跑步怎样改变你的生活# 跑啊，还等什么！Vertical MediaKOLLifestyleMedia
TECH SHOWROOMMOVE WITH FLYTEFOAMTMTRANSLATE THE TECHNOLOGY LANGUAGE TO CONSUMER LANGUAGELYTEPROPEL最 轻 量 的 中 底 配 方+ 缓 冲 性+ 回 弹 力I M P R O V E D使 用 纳 米 纤 维 素+ 1 0 %耐 用 度I N C R E A S E D甘 蔗 回 收 材 质4 0 %回 收 材 料R E C Y C L E D- 3 0 %C O 2 排 放 减 碳R E D U C E DM 6 材 质 含 具 弹 性体 的 合 成 橡 胶( T P S e l a s t o m e r )+ 1 0 %回 弹 力MORE REBOUNDMOVE FORRELAXMORE DURABLEMOVE FORAFFORDABLEMORE ECO-FRIENDLYMOVE FOR SOCIAL RESPONSIBILITY 让跑步 更轻松 让钱包 更轻松 让地球 更轻松
TECH SHOWROOMMOVE WITH FLYTEFOAMTMMORE REBOUNDMOVE FOR RELAXMORE DURABLEMOVE FOR AFFORDABLEMORE ECO-FRIENDLYMO...
