This
interactive online advertisement was presented on a microsite platform within
ASOS.com and promoted the autumn/winter 2011 menswear collection for the fashion and
beauty website. The microsite no longer exists as part of ASOS, but is viewable
via the Bartle Bogle Hegarty (the advertising agency responsible) website http://urbantour.bartleboglehegarty.com/urban-tour. It features extreme examples of raw talent from
performance artists across seven countries who are wearing the clothes from the
collection. The site allows users to interact by clicking on an individual
performer, who breaks out from their group and launches into their own routine,
whilst the surroundings remain frozen in time. Users could click to buy
products at any point during their viewing experience.
This notion provides a great example of the ‘Interactive
Experiment’ creativity template used in advertising as explored by Goldenberg, Mazursky, and Solomon (1999),
and in particular the ‘activation version’ of the template. The only way to
view the advert was to click onto the microsite and take physical action to
interact with it, engaging the consumer.
The Urban Tour website provides
an engaging experience for the senses. Research shows that the ‘Interactive’
template of creativity is the most effective compared to other templates used
in video advertisements (Roozen & Depypere, 2012).
Interestingly, the ASOS target
market of 18-34 is equivalent to the age of the performers featured in the films,
which might induce a kind of comparative
influence leading people to aspire to be like, and therefore dress like the
performers. This idea is supported by Smucker and Creekmore (1972) who found conformity
in matters of dress to be an important condition in peer acceptance for
adolescents.
For these reasons, ASOS benefited from a creative campaign that enticed users to buy their clothes with one click of their mouse.
Goldenberg, J.,
Mazursky, D., & Solomon, S. (1999). The fundamental templates of quality
ads. Marketing Science, 18(3), 333-351.
Roozen, I., &
Depypere, D. (2012). How effective are quality templates of creativity in
YouTube campaigns?. ECONOMICS & MANAGEMENT.
Smucker,
B., & Creekmore, A. M. (1972). Adolescents’ clothing conformity, awareness,
and peer acceptance. Home Economics Research Journal, 1(2),
92-97.
A 20 second behind the scenes
video for those interested:
Other useful links:
Gemma Waters
Good, i enjoyed this.
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