Asics Oceania launches new campaign for the 2018 Wallabies jersey via The Social Beat, Sydney

Screen Shot 2018-05-04 at 10.47.21 am.jpgSports apparel manufacturer Asics Oceania has launched its new campaign today for the 2018 Wallabies Jersey.

Created by Sydney outfit, The Social Beat, "The Travelling Salesman" is a 'mockumentary' that follows the journey of Glenden Suffolk, an awkward but lovable salesman, as he travels through New Zealand selling Wallabies jerseys to Kiwis.

VIEW THE FILM
The Social Beat along with their partner, The LADBible Group, collaborated to create a branded content campaign aimed at social media. The Travelling Salesman hero content strands will be placed across ASICS' channels with a tailored edit amplified across the LADbible global network to organically reach and engage audiences at scale.

Says Sam Chew, general manager marketing, Asics Oceania: "In an environment where interest in the sport of Rugby Union has been challenged, we were interested in exploring new and innovative ways of launching the jersey.

"The Social Beat has a fresh approach to marketing brands particularly those associated with sport. Not only were they able to execute the creative but also deliver an engaged audience at scale via The LADBible."

ASICS has been the official apparel and footwear supplier to Rugby AU since 2014 and in that time the Wallabies jersey has undergone a number of design changes.
 
The 2018 Wallabies jersey is a mixture of tradition and technology. Elements of the classic jersey of the past, which many rugby fans love, has been married with state of the art fabric and construction. The changes for 2018 include a more tailored look with a traditional collar along with textured mesh panels.

Says Ted Helliar, director, The Social Beat: "Brands and rights holders can sometimes take sport too seriously in Australia. This campaign comes at a perfect time for both Asics and Rugby AU. This was a great opportunity to create humorous content spotlighting everyday heroes like Glenden.

"We were keen to develop a campaign that spoke to the traditional rugby audience but also resonated with Millennials. Our partnership with LADbible gives us access to the largest most engaged youth audience in Australia and the world. Millennials aren't hard to reach they just want content they relate to."

Agency - The Social Beat
Director - Will Robertson
DOP - Joshua Heath
Producer - Ted Helliar (Agency Director)
Client - Sam Chew / Peter Watkins (ASICS)

1 Comments

Beautiful. said:

Geez man, when the bombs drop I'm moving to NZ.

Maybe it's the two-day-hangover-Monday-morning-existential-crisis I'm currently enduring but that shot of the footy field with the hills in the background almost made me cry.

Oh yeah, and the idea's ok too.

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