ASOS and Boursorama Banque Teamed Up for a Youth-Targeted Print Campaign
Laura McQuarrie — November 15, 2018 — Marketing
References: ASOS.fr & thecurrentdaily
To capture the attention of the young shoppers who frequent ASOS, France's Boursorama Banque teamed up with the online fashion and beauty retailer for an analog print campaign. The printed page was designed to feature an extra-long discount code that could be redeemed online, ultimately bringing attention to the features that the bank offers for young people.
Within the discount code itself, ASOS and Boursorama Banque shared the fact that "young people don't read adverts for banks," yet they will have to read through the code in the process of typing out the long string of letters on ASOS to redeem their discount. As such, the bank not only appeals to consumers of the right age but also value-conscious consumers who would likely appreciate Boursorama Banque as "the cheapest online bank for young clients."
Within the discount code itself, ASOS and Boursorama Banque shared the fact that "young people don't read adverts for banks," yet they will have to read through the code in the process of typing out the long string of letters on ASOS to redeem their discount. As such, the bank not only appeals to consumers of the right age but also value-conscious consumers who would likely appreciate Boursorama Banque as "the cheapest online bank for young clients."
Trend Themes
1. Print Campaign - Opportunity for innovative print campaigns that capture the attention of young consumers.
2. Analog Marketing - Disruptive innovation opportunity to leverage analog channels in a digital world to engage target audiences.
3. Discount Strategies - Innovative discount code designs and strategies that drive consumer interest and engagement.
Industry Implications
1. Fashion and Beauty - Opportunity for fashion and beauty brands to collaborate with banks for mutually beneficial marketing campaigns.
2. Finance and Banking - Potential for banks to target young consumers and showcase unique features through collaborative print campaigns.
3. Advertising and Marketing - Innovative approaches and techniques in print marketing that integrate digital elements for increased consumer engagement.
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