Client:
ASOS
Date:
2023
Role:
Creative
Channels:
Social, Earned Media
Problem
Vampire shopping is a worldwide problem. People make impulse, unneeded purchases late at night, leading to excessive consumption and a deluge of trash and plastic. ASOS needed to address mindless overconsumption.
Truth
Late-night shoppers aren't thinking clearly. Impulse decisions happen when willpower is lowest. The midnight scroll leads to regret, returns, and waste that hurts both customers and the planet.
Idea
'Conscious Vibes' is a Spotify plugin integrated into the ASOS website. After midnight, users hear custom DJ sets featuring binaural beats that boost focus and reduce impulse decisions, helping shoppers buy more mindfully.
Launch Hook
Launch during peak late-night shopping hours when impulse buying is highest. Position ASOS as the first fashion retailer using neuroscience to combat overconsumption. The counterintuitive move of discouraging sales makes headlines.
Press Angle
Sustainability and tech media cover the binaural beats innovation. Fashion industry press covers ASOS tackling returns crisis. Business media angles on reducing cart abandonment through mindfulness rather than conversion optimisation. The partnership between Spotify and ASOS creates cross-industry news value.
Social Conversation
OOH campaign creates late-night moment with 'Fight late-night impulse buys with Spotify's mindful beats' and 'Pause. Breathe. Shop mindfully with ASOS x Spotify.' Users share their conscious shopping experiences. The playlist becomes a cultural artifact beyond the campaign.
Influencers
Partner with sustainability influencers and mindful living creators who already advocate against fast fashion overconsumption. Wellness and productivity influencers adopt the binaural beats angle. Fashion creators discuss the returns problem authentically, validating ASOS's brand purpose positioning.
