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Asics sponsors 2017 IAAF World Championships

This August, London’s Queen Elizabeth Olympic Park hosted the IAAF World Championships – a 10-day athletic event.

Highlights from inside the stadium included Usain Bolt running his last ever 100-metre sprint and Mo Farah racing in the same arena he did in 2012. 

Whilst outside the stadium, the official sponsor of the 2017 IAAF World Championships, Asics, ran an exceptional series of Creative Solutions campaigns across three of our OOH environments: Westfield Stratford, Oxford Circus and Stratford station.

Asics used the power of OOH to remain front-of-mind amongst those attending the event and support the launch of their new flagship store on Regent Street.

Here’s how Asics capitalised on our Creative Solutions to target consumers close to the store and the stadium.

1. Oxford Circus – Asics wanted to inspire shoppers close to their new Regent Street store. To do this, they wrapped the Five-Ways Corridor with their brand messaging and included the address of their new store. They also ran Mega Escalator panels, engaging Tube users with sequential messaging.

asics campaign
asics campaign

2. Stratford station – Asics pulled out all the stops at Stratford by immersing the station environment in Asics branding. This included Digiwalls, Silver Centres and ticket gateways.

asics campaign
asics campaign

3. Westfield Stratford – Asics took the opportunity to extend their campaign into the UK’s largest shopping mall. They ran their creative on large traditional formats, including flag-panels and retail banners, reaching shoppers inside and outside the mall. Although Asics don’t have a store at Westfield Stratford, that did not stop shoppers inquiring where it could be found – and luckily for them, John Lewis stocked a range of Asics products!

asics campaign

Asics campaign goes to show that OOH is perfect for targeting specific audiences at the right place and the right time. With the launch of their new store coinciding with the IAAF Worlds Championships, Asics used our Creative Solution offering to take advantage of this unique opportunity and make sure their presence was known where it mattered.