Go Beyond Basic

Seed + ASOS create a global brand l❇ve campaign to recruit students...

Challenge + Idea

Self expression and individuality are huge for students to whom bespoke social profiles and limited edition collabs are massive.

To inspire and reward students’ creativity and individuality, we created Go Beyond Basic with ASOS, a global on-campus and digital campaign which gave students the chance to design their own plain white tee and even design for the brand.


Our 100 date, international tour across seven markets encouraged students to go beyond the norm, inviting them to either make or choose a design for their plain white tee. We built a custom online platform which integrated in the ASOS sign up process and enabled students to design, choose and receive their own tees from wherever they were.

Our student designers entered the competition through a specially built voting area which entrants were incentivised to promote through their own social channels, driving huge awareness and engagement.

Our hugely successful international ASOS Go Beyond Basic campaign spread brand love and acquisition throughout the UK, France, Germany, Italy, Spain, Australia and the US.

We recruited a network of on the ground and digital ambassadors to pre-promote the competition and tour across all markets, driving widespread awareness and participation.

The competition mechanic was designed with an intrinsic social sharing mechanism, turning all entrants into micro influencers, spreading our message organically through their own networks.


"Seed have helped us create and deliver some of our biggest and most exciting student campaigns to date, both on-campus and online. Their insight into the student audience and ability to execute complex, global campaigns has played an important role in the evolution and success of ASOS’ student marketing. They’ve been a pleasure to work with, and I would highly recommend them to any brand that’s keen to reach and create truly engaging experiences with students."

Gareth Coffey, Senior Marketing Manager ASOS