Etail giant Asos has revealed another coup for its Australian arm.
The UK-based company, which rates Australia as its top international market, has confirmed the success of its latest initiative to capture local market share – the Asos 'All Nighter'.
As previously reported on ragtrader.com.au, Australia was the first of three countries to hold the Asos All Nighter, the world’s first global online house party.
The action kicked off live in Australia from 7pm AEDT on December 12, under the #tonightis hashtag, and featured some of the world’s leading electronic music artists, DJs and producers.
According to Asos, the event attracted over 20,000 Asos customers in Australia, with users getting into the spirit of the party by posting selfies, tweeting and voting for their favourite 'dance-off', from the comfort of their own home.
Commenting on the initiative's success, Asos Australia country manager Sally-Anne Newson said it was another local coup for the company.
“Asos is dedicated to understanding our customers and engaging with them in all areas that they are passionate about, including music, so we were really excited to see the Asos All Nighter unfold last Thursday.
“We had very positive feedback about the music and artists. The level of customer engagement on the night was outstanding and it was great for Australia to be the first country to experience it,” she said.
In addition to Australia, the 'Asos All Nighter' event also incorporated two other house parties, taking place in North America and the UK and hosted on the Asos website - www.asos.com/au/allnighter.
The Asos All Nighter is part of the wider ASOS #TodayIs and #TonightIs campaign.
#TodayIs was launched in September and is a series of daily happenings hosted on the Asos website designed to inspire people to make the most of every day – and night – and “excite them about the 24 hours ahead”.