Design for ASOS' first ever offline launch in Australia. Three collections, three locations.
We first created intrigue by placing branded crates around Sydney to let Sydney know ASOS is coming. We then developed a Facebook Application allowing users to ‘digitally elbow’ their way to the front of the line by gaining points to secure an invitation to the launch events. Through RFID tagging at the events, attendees were able to share and save their experiences at the events on Facebook. We also integrated a 'Scan and Shop' technology to allow visitors to buy the collections on the spot.
Designed at PLAY Communications Head of Creative: Nicole Clausen / Art Director: Jarryd Zankovic / Design: Cindy Erlina, Nick McNeil