ASOS CAPITAL FM SUMMERTIME BALL

Client Feedback:

“A huge thanks for all yours and the teams efforts last week. It was such an amazing day and all came together so well in the end I can hardly believe it!! I thought it looked absolutely fantastic and was really pleased we went with both the logo’d wall and foam board images and photo board. It was great to pop by with Clare and see people looking at the website too on the laptops…the pod looked great and the bus couldn’t have been more of a hit…it really was the most amazing day.” ASOS

Creative Event Brief:

ASOS were the sponsors of the Capital FM Summertime Ball (CSTB). ASOS were showcasing their fashion credentials whilst bringing a strong style and fashion element to the Ball. Street style has recently become a widely recognised form of fashion expression, ASOS wanted to use the event space to bring this approach to life, as well as giving attendees a chance to have fun and interact with the brand. In addition to the main activity on the day of the CSTB, ASOS provided a branded route master bus the weekend prior in order to generate pre-event interest and interaction with the brand. They asked Timebased to propose ways of best utilizing the bus the weekend before and also to propose activity and ways of retaining their fashion credentials on the big day. All event activity had to have the overall mechanic of driving people to the ASOS website.

Event Planning & Approach:

For the pre-event bus activity the weekend prior to the CSTB Timebased designated the branded bus to make pit stops at two busy shopping spots in London - Spitalfields and Covent Garden, where promotional activity took place. On board the bus were various resident DJ’s (including Roberto from Global Radios’ Primetime) for the duration playing popular chart music and doing shout outs about CSTB and ASOS keeping the atmosphere around the bus really upbeat. ASOS style scouts went amongst the crowds stopping stylish shoppers and inviting them to have their photo taken in front of a branded pop-up photoshoot backdrop. Each person was given ASOS magazines, postcards detailing a competition to win a £5000 ASOS wardrobe if they visited the website and also a handmade ASOS branded POP cake – the hot new take on cupcakes featured in Grazia. There was also an opportunity for tickets to be won to the sold-out CSTB, for those whose photos received the most tags – again, driving people back to the site.

The day of the CSTB, ASOS recruited top UK designer Henry Holland to act as the top fashion scout and roaming reporter at the event. His strong fashion credentials and popularity meant that he would be recognizable not only to those attending the CSTB but also to the performing celebrities walking the press run. The branded ASOS bus was positioned on Olympic Way outside Wembly Stadium prior to the event starting with Henry Holland at its helm amongst the passing crowd of 70,000 attending the CSTB. Those that were invited to have their photo taken with Henry had the opportunity to see the pictures shown on the large screens within the stadium.
Inside the stadium Timebased created an ASOS lounge containing nail bars with free manicures, a photo booth and laptop stations. Henry Holland then did the press run where he interviewed various artists as they came from or to the stage. Timebased briefed and scripted him which included ASOS messages in his recorded interviews.

Event Management Results:

The event was a huge success. Being the first time ASOS had ever undertaken anything like this they were absolutely delighted and have plans to repeat this kind of experiential promotional activity. Significant website traffic was generated and their target audience loved the competitions, DJs and POP cakes.