Story

ASOS needed to build genuine brand love among students across seven international markets. The challenge was doing that without defaulting to discounts or blanket advertising. Students who care about self-expression and individuality are sceptical of brands that claim to champion those things without giving them any real creative stake. ASOS needed a reason for students to not just sign up, but show up.

Action

Beyond Basic gave students creative ownership of the brand's most iconic blank canvas: the plain white tee. After signing up for their ASOS student discount, students could design their own tee through a custom platform built directly into the sign-up flow -  or visit one of the 100 tour stops across the UK, France, Germany, Italy, Spain, Australia and the US to make or choose a design in person.

The competition mechanic was built to spread. Entrants were incentivised to promote their designs through their own social channels to drive votes, which turned every participant into an organic advocate. A network of on-the-ground and digital ambassadors across all seven markets seeded awareness ahead of each activation.

The platform handled everything from design submission to fulfilment, meaning students anywhere in the world could enter and receive a physical tee regardless of whether the tour reached their campus.