CREATING A COMMS STRATEGY

'ASOS Alive In Your Inbox', Senior Creative Team

ASOS was in their first year of launch and wanted to approach CRM in different ways. Me and my partner in crime, Emma Lightfoot, were briefed by the amazing strategy team at BBH (Strategy Director Jason Gonsalves and Strategist Emma Caldwell) to approach the brief through a different lens.

THE BRIEF Come up with an email loyalty scheme for our female customers to build a relationship over time and educate about our service. THE CATCH Make it radical and different. And use as little words as possible.

THE INSIGHT ASOS is the ultimate fun-loving 22 year old. Confident, original and witty. Unpredictable. And fashion is nothing serious. She treats it like a game. It’s not about how to dress, it’s about how to play.

THE IDEA  'ASOS alive in your inbox’ is the expression of a creative strategy based on Alice in Wonderland. When Alice drinks the potion, she opens the door to a whole new world. One single action ignites an adventure. The creative strategy set the tone of provocation with a playful twist to do something fresh in the world of CRM.

THE EXECUTION We created a set of 8 unconventional email concepts with a click through to the ASOS Wonderland where your fashion adventure awaits. Each email covered a key marketing need and led you into an interactive experience to explore the ASOS offering.

THE ART DIRECTION Deliberately “under designed” to be playful and unpretentious, just like the 22 year old original and witty buyer.

EMAIL CONCEPT "Automagically Gorgeous"

Communicate the full range ASOS has from hats to shoes and inbetween. We introduced a famous quote from fashion queen Diane Vreeland and established a simple visual play to riff off the quote.

EMAIL CONCEPT "Thank you Thursday" 

Communicate about our weekly flash sales. We embodied the spirit of ASOS that welcomed everyone, as they are. Whether you want to stay the same or reinvent yourself. ASOS has something for everyone.

EMAIL CONCEPT "Almost Fabulous"

Communicate an order confirmation. We came up with made up words, just like our audience might do to introduce ASOS’s unserious personality. Portmanteau words provided an opportunity to push the art direction.

The Brand Book

For our final deliverable, we put together a 46-page brand book - complete with TOV and executional guidelines to introduce the "DRINK ME" strategy for the internal team at ASOS to execute against.