ASOS Urban Tour AW11: Marketing Made Mindblowing.

January 15, 2014
It’s been a long week, and for those of you not clacking over the cobbles of Somerset House for London Fashion Week, I’d suggest the following for viewing during a moment of leisure…

^ ASOS Urban Tour in London teaser feat. Lil’ Buck, Baby Bang and the world’s best street-dance crew. Head to to see all the footage.

The ever ingenious online retailing superstore ASOS has looked to the likes of Burberry Prorsum’s interactive campaign of last year, grasped the significance of fusing video editorial and online shopping, and has built on the premise resulting in the creation of what I can only describe as an entirely fresh and f**king incredible experience.

^ ASOS Urban Tour in Paris feat. world’s best skating crew

Known as the ASOS Urban Tour AW11, the interactive menswear video campaign will feature short films of various singing/dancing/skating subcultures from several major cities across the world inc. (amongst others) London, Paris, Berlin and Tokyo; the idea being you watch an exceedingly well shot and edited piece of film featuring unfathomably talented guys do their stuff, and whilst vulnerable in your moment of awe, you inevitably click the appropriate link and purchase their looks ‘cos, you know, if you had that hoody or that plaid raincoat, you’d be able breakdance or beatbox with the best of them.
My cynical analysis of this campaign’s savviness aside – these videos are undeniably inspiring and worth a watch, whether you choose to purchase or not.

The campaign launches in London and will travel to several other cities in the coming weeks. Watch out for Tokyo – all kinds of incredible.

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  • Julia September 29, 2011 at 1:34 am

    Very interesting video series. I agree that they might not inspire everyone to purchase, the brand awareness they're creating, and the visual aesthetic is awesome. Great post!