Philips and Asos unveil branded partnership with Carat
Philips has signed a six-week partnership with Asos, to promote the launch of the brand’s Philips CitiScape Headphones and its listing on Asos.
Conceived and planned by Carat, the partnership is designed to align Philips Headphones with fashion and promote the brand’s sound and style credentials; and will include a full integrated campaign.
Josh Jalloul, sponsorship executive at Carat, said: “I’m very excited to have helped develop a unique strategy around fashion and style that aims to challenge perceptions of the Philips brand by collaborating with Asos in such an intricate way that pushes the boundaries of digital partnerships. The extension of branded content offline and into the experiential space will allow us to deepen our connection with the audience.”
A product-led initiative will invite users to submit a headshot with an image of their favourite fashion items and preferred headphones; from which Asos will create an animated GIF with suited DJ soundtrack, which users will be able to share among their peers through social media.
As well as this, three upcoming DJs will be profiled through short films, interviews, fashion edits and finally live acts, extending the partnership from online to offline.
Umar Farooq, marketing manager at Philips, said: “The partnership with Asos represents an exciting opportunity to bring our new CitiScape Headphones collection, which strikes the perfect balance between headphone style, design and sound profile, to a audience who is particularly responsive to creativity and innovation.”
Evelyn Ojo, brand partnerships manager at Asos, said: "What really gets the Asos customer going is newness - we see that in their product choices, how they shop and their interests around fashion, which of course include music, so it's great to be able to partner with Philips on the launch of their newest line in a product category that has, over recent years, become a lifestyle accessory. By utilising the Asos digital, social and print platforms to bring the partnership to life, our audience is given the opportunity to experience the CitiScape Headphones through the eyes - or rather ears - of credible DJ talent in a way that is interactive, engaging and links back to fashion."
A Philips branded pop-up shop in London, led by Carat Live and Ogilvy, will take place in the fourth week of the campaign, supported by Asos digital media and magazine.
