Story

ASOS needed to drive student sign-ups in the UK and US, but the brief came with a tension baked in. Gen Z care about sustainability in principle — yet 60% still buy clothes every one to two weeks, and what they actually want from a brand is value, speed, and convenience. Preaching eco-credentials was never going to land. ASOS needed a way in that felt genuinely useful, not performative.

Action

After signing up for their ASOS student discount, students took a seat and had their trainers deep cleaned using Crep Protect products, those who couldn't wait left with a pair of ASOS socks. Simple, useful, memorable. The tour hit 15 universities across the UK and US, embedded directly into freshers fairs.

In the US, where ASOS had lower brand recognition, we added interactive kiosks letting students browse the site and get a feel for the brand on their own terms.