Integrated campaign, brand positioning and localisation, content & social.
ASICS x Wallabies ‘Want It More’
National brand campaign to drive local relevance of ASICS’ global brand proposition “Want it More” and consideration to purchase the new look Wallabies jersey.
‘Pull on the Gold’ is an integrated campaign acting as a call-to-arms encouraging Wallabies fans to show their support for national team by also driving sales of the replica apparel.
The campaign reached 4.1 million Australian rugby fans on TV. A further 1.95 million fans were reached online. The content tripled the brands engagement rate and generated a staggering 600% increase in CTR versus industry norms.