Etail fashion giant Asos has invested in an innovative year-long local campaign to engage a crucial target market.
The company, which attracts approximately 29.5 million unique visitors a month, has revealed it will launch a year-long, dedicated student campaign, titled The Hundred Project, next week.
The start date for the initiative will coincide with the beginning of O [orientation] Week 2014 around the country's tertiary campuses and will challenge university students to leave uniformity behind by expressing themselves in 100 different outfits throughout the university year.
Students will be encouraged to post their 'looks' to Instagram or Twitter with the hashtag #TheHundredProject creating a constantly changing stream of on-campus outfit inspiration.
As a reward, Asos will guarantee 25 per cent off year-long discount for those who reach 100 outfits and a year's supply of Asos garments for the most stylish student.
Asos will also provide inspiration to students throughout the year via a tailored student web hub that will include student-relevant fashion advice, shoppable looks, discounts, and competitions.
In addition to the Hundred Project, Asos has also put out the call for 20 Student Brand Ambassadors to work with over the academic year, with one ambassador set to scoop the ultimate prize of an eight-week internship to work at three of Asos' global offices – London, New York, and Sydney.
Commenting on the local initiative Asos Australia senior marketing and communications manager Jo Shapland said the campaign will allow Asos to further connect with one of its key target markets.
"Students are such an important audience of our brand and we would love to tap into their world on a much deeper level. It's why we're looking for these ambassadors - so that we can co-create relevant and compelling student content & then share that content with a much broader audience. It's a really exciting initiative and we can't wait to discover some amazing talent,” she said.
To launch both The Hundred Project and the recruitment for the Ambassador Program, Asos will also be on campus at five key universities next week, handing out exclusive discounts and goodie bags as part of the activation.
O WEEK DATES FOR ASOS
The University of Sydney, Camperdown Campus: 26th – 28th February 2014
The University of New South Wales, Kensington Campus: 24th – 27th February 2014
Monash University, Clayton Campus: 24th – 26th February 2014
The University of Melbroune, Parkville Campus, 25th, 27th – 28th February 2014
The University of Queensland, St Lucia: 26th February 2014