Inside Asics’s plans to market mindfulness to South East Asia
Japanese brand Asics has long been campaigning for a ‘sound mind in a sound body.’ Here is how it is evolving its mindfulness message for the South East Asian market.
Asics’s ‘Live Uplifted’ campaign
In key APAC markets, Asics is featuring five promising sporting personalities and celebrities, showcasing what goes into their hearts and minds as they champion the ‘Live Uplifted’ philosophy. Gabriel Yap, regional marketing director at Asics Asia Pte, explains: “The current campaign ... reminds audiences that sport and movement go beyond just a competition.”
This campaign places Asics at the forefront of driving this perception change and it will shift global conversations around sport and movement, he adds. As per the research findings of the ‘global state of mind index’ launched by Asics earlier this year, approximately 15 minutes and 9 seconds of movement is, in fact, all it takes to feel the uplifting, mood-boosting effects of exercise.
Yap continues: “The brand is looking at tapping the potential of movement in creating a better world by showcasing its transcending impact for both the body and mind.”
This is even more important in the post-pandemic world, where negative emotions may make the situation appear worse and cause several of us to feel down, he adds. On the flip side, being healthy can help view the world through a much brighter, more positive lens – which is where the brand can help.
As per Yap, the brief was to create a series of brand films telling inspiring #LiftUplifted stories, seen through the eyes of some of Asia’s most promising sports personalities and celebrities.
The films, conceptualized by Singapore-based creative agency MillStirling aka Nofinerlife, are running in Singapore, Malaysia, Vietnam, the Philippines and Thailand, and feature a personality from each of these countries.
Taking the campaign offline
In the coming months after this launch, the brand plans to work with youth through its campus advocates program, which would help promote its message to an even wider audience. Yap says: “We will continue to strengthen grassroots activities with athletes in both regional and local markets.”
In addition, there are plans to create locally-relevant content to connect emotionally with the local community and encourage more people to share their stories with us, he concludes.