Asos targets men with new interactive campaign

Asos is combining entertainment, editorial and shopping with the launch of a digital campaign aimed at men for the first time.

Created by advertising agency, Bartle Bogle Hegarty, the “Urban Tour” is a viral, digital and social feat comprised of a series of shoppable films showcasing the online retailer’s autumn/winter 2011/12 collection.

Viewers are able to click and buy any of the looks worn by performance artists showcasing the latest trends in culture, music, art and fashion from seven cities around the world?London, New York, LA, Berlin, Paris, Tokyo and Shanghai.

Three films, shot by two of the world’s leading street-culture directors, in London, Paris and Tokyo, for instance, feature extreme examples of talent from the worlds of dance, music and skating.

Lindsay Nuttall, global head of strategy and communications at Asos, said the push was based on the insight that men were more likely to follow peers than be inspired by catwalk shows, reports Marketing magazine.

“Men are into details, such as materials and textures. They are more likely to focus on tiny differences. It’s about being a nudge above their friends’ style.”

Jason Gonsalves, head of strategy at BBH, added: “A lot of guys aren’t scouring magazines to draw their inspiration, they are looking to culture, bands and films to shape their look. This is why we had to do something different from traditional fashion advertising.”

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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