The Campaign

How do you bring “fast” to life? In order to give runners the most sensory, most immediate experience of momentum, we came up with an innovative way to combine sight, sound and movement to create the ultimate sensation of speed. We developed a 20 meter running track with twenty-six 1.5 meter-tall color-changing LED lights and four ultrasonic motion tracking sensors that would not only measure performance, but help runners experience the full benefits of the new ASICS DynaFlyte running shoe. As the launch vehicle for DynaFlyte, we called the new track FLYTEDECK. In consultation with ASICS’ own Institute of Sport Science (ISS), the heart of its R&D operations in Kobe, Japan, FLYTEDECK was developed and programmed to replicate three distinct running styles that best demonstrated the core benefits of the new shoe; lightness, cushioning and the potential for speed.

Execution

At 20 meters long, FLYTEDECK is the optimal length for a short track based on learnings from ISS. The central control panel monitors four ultrasonic sensors and LED strips that connect sight to movement. FLYTEDECK is programmed with distinct lighting patterns that instruct runners to complete three different actions; light running, jumping, and high knees. Prior to their first dash down the FLYTEDECK, runners input information through a tablet app. At the end of the track, they immediately see their times and photos on the leaderboard. The competitive aspect of the track was a smash hit, with many runners coming back again and again to set a new personal best or beat other times. From design to prototype and deployment, the FLYTEDECK was delivered in three short months and debuted to 60 media and influencer attendees from all over the world during the global launch event in New York City.

The event represents ASICS’ first use of experiential marketing for a product launch. It was well received by attendees, who lauded ASICS’ push to spotlight the brand’s strength in R&D and human-centric science in its marketing strategy. The event hosted 60 attendees, with immediate coverage and social conversation globally as media and influencers gave their followers access to the experience play-by-play: • SOCIAL: Over 1000 posts and 7 million impressions in 10 days • PRINT/BROADCAST/ONLINE: more than 15- articles in fitness/running, lifestyle & news media with a total reach of over 215 million in one month (approx. ad value: $172,000). As of 8/9/2016, 316 articles have been published in total. (approx. ad value: Over 1 million USD) • KEY MESSAGE PENETRATION: Over 96% Sales numbers are not for public disclosure.

The Situation

The standout quality of ASICS footwear has always been a keen attention to human-centric science and R&D. FLYTEDECK made ASICS’ R&D story more relatable, giving runners the most sensory, most immediate feeling of momentum. In developing FLYTEDECK, we leveraged the strength of ASICS R&D coupled with technological innovation to craft a story and unique environment that brought functions of ASICS’ newest running shoe to life. We were able to transform a product launch into a unique experience that only ASICS could own. FLYTEDECK raised the bar for R&D-driven experiential marketing and propelled ASICS to a new level of competition.

The Strategy

We focused on DynaFlyte’s primary qualities – lightweight, cushioning and potential for speed—and looked into how they worked together to give runners real benefits. FLYTEDECK was developed and designed to bring these functions to life and build association between the ASICS brand and its strength in innovation and R&D. We interviewed the team at ISS, including the product’s lead designer, developers and scientists. We consulted with them on how to best use motion analysis to translate the shoe’s functions into a unique and dynamic experience for runners on the track. The integration of FLYTEDECK to the product launch would bring ASICS’ R&D story to the forefront, giving attendees the chance to experience the product in a unique way and truly understand its core benefits and functions.