BBH London - Helin Kotan

'ASOS ALIVE IN YOUR INBOX'

CREATIVE LEAD, BBH LONDON

Working with my creative partner, we were briefed by Strategy Director Jason Gonsalves and Strategist Emma Caldwell at BBH London to come up with something fresh for ASOS and their approach to CRM.

The Strategy: We developed the communication strategy "DRINK ME", inspired by the world of Lewis Carroll. This strategy set the tone in how we welcome you to ASOS Wonderland full of provocation. Where fashion is not about how to dress, it’s about how to play.

The Idea: “ASOS alive in your inbox”, is made up of eight email concepts to build a relationship with the new ASOS customer over time.

Deliberately "under designed" and with a playful twist, we set a style that felt fresh in the world of CRM. Each email contained an unconventional invitation to engage and cover key marketing needs to lead you into an interactive experience on the ASOS site.

Working with my creative partner, we were briefed to come up with a fresh approach to CRM communications. We developed the communication strategy "DRINK ME", inspired by the world of Lewis Carroll, which served as the basis to the creative executions welcoming you to ASOS Wonderland - full of provocation and where fashion is a game. It’s not about how to dress, it’s about how to play.

Email example "Automagically Georgeus" The brief: communicate the full range ASOS has from hats to shoes and inbetween. We introduced a famous quote from fashion queen Diane Vreeland and found a visual play on that.

The creative idea, “ASOS alive in your inbox”, is made up of eight email concepts, made up to build a relationship with the ASOS customer over time. Deliberately "under designed" and with a playful twist based, we set a style that felt fresh and unique in the world of CRM.

Email example "Thank you Thursday" The brief: communicate flash sales. We embodies the spirit of ASOS that welcomed everyone, as they are. Wether you need to reinvent yourself, or not. There is something for everyone.

Each email contained an unconventional invitation to engage and covering key marketing needs like introduction at sign-up through to educating you about the ASOS offering all the way to conversion to loyalty program. And each one leading you to an interactive experience on the ASOS site.

Email example "Almost Fabulous" The brief: communicate order confirmation. We introduced portmanteau to come up with made up words as a first introduction to the ASOS playful personality.

For the final deliverable, we also put together a 46-page brand book - complete with TOV and executional guidelines, introducing the "DRINK ME" strategy to the internal team at ASOS to develop more creative ideas with.

The brand book: For the final deliverable, we also put together a 46-page brand book - complete with TOV and executional guidelines, introducing the "DRINK ME" strategy to the internal team at ASOS to develop more creative ideas with.

Selected Works