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ASICS launches trainers
with karaoke competition
By Martin Croft
ASICS, the cult Japanese
trainer maker, is to run what
it claims is the world's first
internet karaoke competition, as part of a pan-European online football World
Cup campaign for its premium range. Onitsuka Tiger.
The campaign - "Lovely Football" - marks the launch of a
new street shoe, the Injector
DX.
Strawberr>'Fi'og, the international advertising agency
based in Amsterdam and
New York, created the campaign for ASICS, It features a
three-minute film of a Japan-

Courting the punters: ASICS does it with a song
ese choir singing a specially
composed football anthem,
Viewers are then invited to
plug a microphone into their

PCs and record their own
karaoke version, which will
bejudgedforaccuracybyspecial software on the website.

The best five versions of the
song will win a pair of the
shoes.
The -Lovely Football" film
- part of the Japanese company's build-up for the World
Cup - will also be available
on CD-Rom from selected
shoe retailers and can be
downloaded at www,anitsukatiger.com.
Other elements of the
campaign include print ads
in lifestyle magazines and a
viral campaign that sees
video footage of the choir in
action sent to millions of
sneaker heads around the
world.

NSPCC bags online creative award
The "Help us stop it" campaign created by Agencycom
for the National Society for
the Prevention of Cruelty to
Children has been voted the
most creative online campaign of 2005 by a panel of
creative heads from leading
digital agencies.
The campaign used three
executions to encourage
viewers into think ing about
child abuse from a child's
perspective: the main objective has been to encourage a predominantly male
target audience to donate

£10 a month to the NSPCC.
Second place in the Creative Showcase Grand Prix
awards - run by the Internet
Advertising Bureau and
sponsored by MSN UK - went
to glue London for its campaign for Royal Navy recruitment, while third place went
to G8Rally.com. a website
created by a collaboration
between Agency Republic,
AKQA and glue London for
the "Make Poverty History"
campaign.
Chris Ward, commercial
director at MSN UK. says:

NSPCC: Maie targets
"As online adspend fast
approaches £]bn and advertisers continue to migrate
online, the Creative Showcase
Grand Prix Awards demonstrate just how engaging the
medium has become. Cre-

ativity is the lifeblood of all
advertising,"
This year, the awards were
incorporated into the first
ever Online Creative Week, a
series of panel discussions,
debates and forums focused
on trends in digital advertising. All 12 of the finalists for
the Creative Showcase Grand
Prix awards are on display for
the rest of this week at the
Institute of Contemporary
Arts in London, They can
also be viewed at www.
creativeshowcase.net/
onlinecreativeweek.

ScreenSelect
in Vue ticket
booking deal
ScreenSelect.co.uk, the UK
online DVD rental business,
consumer brand of Video
Island, has extended its partnership with Vue Cinemas to
allow ScreenSelect members
to book Vue cinema tickets
online.
Subscribers to the online
DVD service wiD now be able
to look up cinema listings for
all films 'showing now' and
then link through to the Vue
website to buy tickets.
Because their details are
already on file with Screen
Select, all they have to do is
fill in the number of tickets
they want. After their first
purchase, individual preferences such as local cinema
are retained to make future
purchases simple.
ScreenSelect.co.uk and
Vue Cinemas originally
teamed up in July 2005 with
the launch of the "Vue at
Home' DVD rental service,
the first time that a major
cinema chain got involved
with a DVD by mail brand.
In addition to the ScreenSelect,co.uk brand, ScreenSelect has linked with a range
of retail partners including
Boots, Comet. Virgin Megastore, Dixons and Currys;
media partners such as
Sunday Times. Express
Newspapers and Time Out;
and technology partners
such as Real Networks, iFilm
and Microsoft.

Broadband Is winning tbe battle over dial-up as internet usage grows
Three quarters of all home
internet users in the UK - lfS
million people - now have a
broadband connection, while
another 4 million have used
a wireless connection at
home, according to the

latest research from BMRB.
A third of broadband
users connect in the living
room, a quarter in an office
or study and 16 per cent in a
main bedroom.
According to the latest

BMRB Internet Monitor,
internet users now spend on
average a quarter of their
weekly media time on the
internet, making it the
second most commonly
used medium throughout

the week after television.
The study found that more
than half the UK population
- 26.5 million people - used
the internet in November
2005, 23.5 million of them
from home, with 18.7 million

of them buying something
online during November.
By comparison, the total
nimiber of UK internet users
in November 2004 was 23,4
million, with 15,7 million
shopping online.

INSIGHT DRIVEN BY TECHNOLOGY
Visit www.theidfactor.com today

Edited by martin croft martin.croft@centaur.co.uk

26,01.06 Marketing Week: 19