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Helping ASICS’ digital stay as agile as its athletic target.
ASICS engaged VML in 2010 to move their brand forward within the digital space. With an extensive and complex product range and a strong brand philosophy - ‘sound mind, sound body’ - the challenge faced was to reflect the technical and ‘true sport’ heritage of the brand, while pioneering innovative ideas in Australia.
Asics Mobile Site
ASICS realised the need for a mobile site through an analysis of the devices used to access their website. VML was challenged to offer the full experience of the website tailored to a mobile medium. This meant the redesign and redevelopment of the full product catalogue, social functionality, news, shoe finder, store locator and contact forms. It also had to be maintainable going forward.
Leverage the current platform of design and technology to add a mobile experience layer. VML dissected the website to determine the features users required while on the go and targeted all smart phones in the current market. The templates would also be designed to a fluid width so that it would be compatible with future smart phones as well as tablet devices.
Once live, we immediately began to see huge amounts of traffic being redirected to the mobile version of the website. Through advanced segments we were able to see the bounce rates of users with a mobile device significantly decrease as they were now given a true mobile experience. All functionality of the mobile site is currently being used including the advanced shoe finder and store locators (leading to offline sales). By far the best result was achieved by expanding the existing platform meaning that all content and functionality is instantly updated on the web and mobile versions of the website.
As an iconic sports brand in the Oceania market, ASICS tasked VML to provide a competitive website to showcase their product and deliver localised marketing content to the region. The solution needed to translate the brand philosophy ‘sound mind, sound body’ and reflect the technical and true sport heritage of the brand, whilst remaining accessible.
A branded website and customised mobile site built on a flexible Content Management System which showcases the ASICS product through tools such as super zoom and technical explosions – a replication of the in-store browsing experience. Other tools such as the Running Shoe Finder utilise 3D renders of the ASICS Foot ID lab to deliver a technical and well through solution to finding your perfect shoe.
Since deployment, the ASCIS Australia website has seen a huge increase in traffic, especially via Search as a result of SEO pertaining to key products and categories. Subsequent launches in New Zealand and America have seen this solution easily expand to the requirements of each specific region, with further expansion into North and South America during 2012.