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By The Drum Team | Editorial

October 29, 2012 | 2 min read

Online fashion and beauty retailer, ASOS, has partnered with production company, Future Collective, to launch its Christmas product collections via a series of shoppable films.

Launching on Monday 29 October, the global campaign, entitled #BestNightEver, consists of three videos. Each video features exclusive performances from brand ambassadors, hip-hop artist Azealia Banks, singer Ellie Goulding, and model Charlotte Free.

Head of womenswear marketing at ASOS, Fiona Marshall, commented: “As a digital brand, ASOS videos are a key part of the engaging customer experience, and Future Collective – who are efficient, creative and flexible – have been an integral partner as an extension of our in-house team, in helping us to deliver shareable, shoppable content for #BestNightEver over the Christmas peak trading period.”

Chosen for their international appeal with fashion-driven women in their twenties, each “face” lends their individual style to the series of cross-genre video content. Future Collective engaged young, urban director, Luke Monaghan, to fuse the music video and fashion films.

Future Collective engaged digital partners, Brainient and Rehab Studio, to deliver full interactivity across the online media platforms. This included hot-spotting and a product carousel, both of which allow the viewer to shop direct from the video. The films will be promoted across both the UK and US through the brand’s owned channels and paid media.

Michael MacMillan, founder of Future Collective, added: “Working directly for brands like ASOS gives us an opportunity to really get to know the brand and create content solutions that aren’t diluted by unnecessary layers of intermediaries. Both brand and content partner can get a lot more from this tighter form of direct relationship. It’s a win-win scenario.”

Asos Ellie Goulding Bank

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