ASICS Oceania have launched a localised adaptation of the new “I Move Me” global brand proposition to activate their partnership with Cricket Australia in the lead up to this Summer’s Men’s and Women’s Ashes Series.
The new brand positioning sees a departure from category norms of elite athlete focus, to championing everyday active people leading a healthy, positive and balanced life.
The integrated local campaign, developed by Infinity Squared, serves to ignite passion with all Australians, urging them to show their support by purchasing the official Cricket Australia merchandise.
“Celebrating the game’s infectious moments as part of the Australian way of life, from Test Match to Grassroots, was key to supporting the brand’s shift in focus” says Infinity Squared’s managing director, Tom Phillips.
The hero film and digital films feature passionate members of the Australian cricket community as well as cameos from Australian Test opener, David Warner and strike bowler Holly Ferling.
In support of the TVC film, a suite of highly targeted video, still and cinemagraph assets have been created to drive different priority messaging and to ensure the effectiveness of the sales component of the campaign. Phillips said: “Whilst the heavy lifting for the campaign is achieved in a hero film, it was equally important for us to deliver a full suite of assets to serve the ASICS conversion funnel using our Production Planning process.”
ASICS Oceania general manager marketing, Sam Chew says: “We love how the resulting work celebrates the positive impact of participating in sporting and fitness activities. The I MOVE AUSTRALIA campaign aims to appeal to both core and non core cricket fans”.
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