Agent99 was tasked by ASICS to create an engaging media moment that elevated the launch of the GEL-NIMBUS 27 as the ultimate shoe for comfort and calm. Designed for longer runs, the GEL-NIMBUS 27 combines cloud-like cushioning with a premium fit and plush feel.
The campaign aimed to encourage Australians of all abilities to see fitness as something enjoyable for everyone, regardless of athletic capability.
With shoes launching frequently, an “outside the box” idea was needed to successfully introduce the GEL-NIMBUS 27 and generate heightened awareness and talkability during a highly competitive period.
At previous ASICS events, consumers had noted that they often struggled to understand the technical jargon around product features, something that becomes much clearer when experiencing the product firsthand.
To address this, Agent99 took the launch to new heights with an ASICS-branded hot air balloon fitted with a treadmill, soaring over Melbourne’s CBD. ASICS athletes attempted to run a half marathon in the sky, putting the shoe’s cloud-like cushioning and softer landings to the ultimate test.
In parallel, Agent99 pitched the shoe and ambassador stories to media and seeded products with key publications for review and hands-on testing.
The campaign’s total reach exceeded 30 million, far surpassing the target. This was driven by extensive coverage in Australia’s top-tier publications, including broadcast TV on Sunrise, Channel 7, and Channel 9 News. This level of reach reinforced ASICS as a go-to brand for marathon runners and highlighted the shoe’s key feature — its sensation of “running on a cloud.”
Earned media articles were secured.
Of the earned media coverage spoke to key messaging, with 40% of these featuring in-depth product information.
This campaign was awarded ‘Best Launch Campaign of the Year’ at Mumbrella CommsCon, and ‘Best Activation Relations Campaign Of The Year’ at the CPRA Golden Target Awards.
