Celebrating campus styles with ASOS
To reaffirm their status as the most loved brand for students, and drive applications of the ASOS 20% student validation discount codes
THE STUDENT INSIGHT
They aren’t fussed about what’s happening on the catwalks and don’t care much for what glossy magazines are saying is the latest trend. What students do care about is what people are wearing in their uni towns, on-campus styles and the trends that develop from there.
Each uni’s aesthetic is not only deeply ingrained into the culture – Hunter boots in Durham and New Balance trainers in Notts – but is also constantly evolving.
THE BIG IDEA
One of our most successful editorial formats that The Tab is famed for is 'Campus Style' - localised fashion shoots with trendy students found on campus, and shot there and then.
So we took this concept and created premium versions in partnership with ASOS. Using qualified fashion photographers we again approached the best dressed students on campus, capturing them with iconic, local backdrops behind them.
We toured 15 cities across the UK (going as far as Edinburgh) to snap students, and profiled the trendiest in Local Branded Stories, plus created at national wrap up featuring the best of the collection. Alongside promoting the ASOS 20% discount, we asked each of our models to give their picks for the upcoming summer season, providing direct links through to browse on the ASOS site.