To make the people of Liverpool go wild for the opening of a new city centre store dedicated to Asics’ iconic fashion footwear brand Onitsuka Tiger.
The sports giant was keen to attract fans of its 70 year-old brand to the Liverpool ONE store from day one, and wanted a campaign that got people’s attention.
It was time to get our claws out. Our concept centred around an escaped tiger let loose in Liverpool, with warning adverts capturing people’s imagination across digital and printed billboards, taxi wraps, cling stickers and ‘whispering windows’ that roared at passing shoppers.
When opening time arrived, we projected tiger stripes on Liverpool’s iconic landmarks and made a printed ‘survival guide’ that was handed out by ‘tiger victims’ in torn clothing. This was all alongside a themed microsite and engaging email campaign.
Much to Asics’ delight, the campaign made a huge impact and cut through the noise across the city, both in the weeks before and on launch day in Liverpool ONE.
And most importantly, shopper numbers and sales were high from the moment the doors opened.