Retail
Getting the Mind Games Experiment Seen. How placement-ready creative helped ASICS reach audiences where the documentary streamed.
Capabilities
Creative Strategy
Scaled Production
Built for
ASICS takes its name from Anima Sana In Corpore Sano, “Sound Mind in a Sound Body”, reflecting its belief in exercise for both physical and mental benefits.
To explore this, ASICS worked with experts on ‘Mind Games’, an experiment testing whether more exercise could boost the brainpower and performance of competitive chess players, speed-cubers and esports players. The results inspired a documentary, narrated by Stephen Fry and streamed on Amazon Prime Video.
Targeting UK and German audiences, ASICS’ campaign objectives were twofold:
- Drive awareness and click-through for the ‘Mind Games’ documentary across digital placements
- Boost positive brand associations related to the documentary’s messaging regarding mental and physical performance.
To activate this campaign successfully, ASICS needed effective creative optimized for various placements across Amazon and Meta. Amazon in particular, was a key focus for the campaign because the documentary itself was streaming on Prime Video.
To achieve this, ASICS turned to trusted partner Shuttlerock. ASICS has worked with Shuttlerock since 2020, producing thousands of creative assets for various markets throughout Europe.
Results
+107%
Higher click-through rate vs benchmark
22M
Video views across target markets
Rather than starting from scratch, Shuttlerock maximized the value of ASICS’ existing investment, transforming the documentary trailer and launch assets into a platform-native creative suite designed to meet audiences wherever they were watching, scrolling and playing.
On Amazon, where the documentary lived, the focus was on closing the gap between discovery and viewing, with video and static creative built for Sponsored Display, Twitch and Online Video. On Meta, Shuttlerock extended the campaign’s reach and cultural relevance through a diverse range of video creative tailored to how people engage in Stories and Feed.
The result was a connected, cross-platform presence that turned a single hero asset into a scalable campaign, driving awareness and viewership without the cost or time of new production.
For each placement, Shuttlerock provided multiple variations (different visuals or video durations) to enable ASICS to test different creatives to see which was resonating best with their audience. Shuttlerock also supplied variations in English and German for the respective U.K and German markets.
In total, 116 creatives were delivered. As official creative partners of both Amazon and Meta, Shuttlerock guaranteed that each deliverable adhered to each placement's creative best practices – giving ASICS’ marketing team the best shot of maximizing performance.
Running a diverse set of optimized creative helped ASICS achieve the objectives that they set out to achieve for the ‘Mind Games’ campaign. In terms of engagement, the campaign saw more than 22 million video views across both the German and U.K markets; with click-through rates 107% higher than the benchmark within the U.K and level with the benchmark in Germany.
Regarding brand outcomes across both markets, the campaign resulted in a 16.6% lift in mental wellbeing brand association, a 12% lift in SMSB (sound mind, sound body) brand association, and a 9% lift in brand preference.
"We partnered with Shuttlerock to adapt our documentary trailers into fit-for-platform and click-through driving paid media assets. Our engagement and view-through rates exceeded all benchmarks. This performance can largely be attributed to the impactful assets Shuttlerock produced for us."
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