Sportswear brand Asics used to be unique in focusing on innovation in its running shoes, but with all big shoe brands now talking about technology, it needed to recapture that advantage.
The agency wanted to communicate to runners that the new Asics Gel-Kayano 25 is a running shoe so advanced, that the only thing holding runners back is their mind. Edelman built the Blackout Track, the world's first running track to train the mind. Based in London, it had no start or finish line, no noise, no scenery and no tech allowed for those who used it.
Journalists, influencers and talent were invited to spend 20 minutes on the 150-metre indoor track. An academic spent time collecting data from the runners, which proved that five per cent of a runner’s speed can be attributed purely to the mind. Content from the track sessions was spread across advertising, digital, social, in store and earned channels.
Earned media achieved 2.2 billion impressions against a 150 million target and a special Blackout edition of the Runkeeper app was downloaded 170,000 times. Sales of the Gel-Kayano 25 were 125 per cent higher than the previous year’s (against a target of 10 per cent), despite the shoe having no major new features.
A back-to-basics approach which positioned the brand at the forefront of the field. Flashy yet simple, and impactful.
Edelman for Taco Bell (London)
Edelman was tasked with creating hype around the London debut of US-based Mexican food chain Taco Bell. Inspiration came from London’s iconic Big Ben having fallen silent for repairs - the brand removed its bell icon from social channels and sent rickshaws around town to play the Taco Bell jingle. The first branch went eight hours without a single gap in the queue on launch day.