Seed Marketing Agency's ASOS Blank Canvas activation encouraged students to explore their creativity. Following ASOS' brief for a memorable "Back to School experience for students across Europe, Australia and the US," the agency's project aimed to position the fast fashion company as a go-to destination for students seeking stylish and affordable products.
In addition to a digital campaign of the same name, ASOS Blank Canvas was promoted at Freshers’ Fairs -- a student event hosted in London. The event featured a customized truck where students could create DIY tote bags. Students then got the chance to enter their design for a chance to win access to ASOS HQ creative workshops, prize money and the chance to have their piece sold on the retailer's website.
Specializing in student-focused experiential marketing, Seed Marketing Agency offers everything from student brand ambassadors and audience insight strategy to both live and digital experiences that are personalized for its partners.
Creativity-Encouraging Campus Pop-Ups
The ASOS Blank Canvas Activation Unlocked Fun Prizes
Trend Themes
1. Experiential Marketing - Seed Marketing Agency's ASOS Blank Canvas activation showcases the trend of experiential marketing, where brands create memorable experiences for consumers to engage with their products or services.
2. DIY and Customization - The DIY tote bag creation at the ASOS Blank Canvas activation taps into the trend of personalization and customization, allowing consumers to create unique, one-of-a-kind products.
3. Brand Collaboration - ASOS Blank Canvas offers students the opportunity to collaborate with a well-known fashion retailer, highlighting the trend of brand collaborations to reach new audiences.
Industry Implications
1. Fashion Retail - ASOS Blank Canvas transforms ASOS into a go-to destination for students seeking stylish and affordable products by engaging them creatively.
2. Marketing and Advertising - Seed Marketing Agency specializes in student-focused experiential marketing, offering innovative strategies and personalized experiences for clients to connect with their target audience.
3. Education and Campus Events - Freshers' Fairs provide a platform for brands like ASOS to interact with students, opening up opportunities for partnerships and engaging experiences.