Asos is putting its Australian troubles of the last few weeks behind it with a bold new marketing initiative to connect with the country's student population.
Asos will launch The Hundred Project next week that challenges university students to don 100 different outfits throughout the year in exchange for a sizable discount.
The marketing initiative is launching on the back of a difficult few weeks for the etailer after a computer glitch at the end of January left hundreds of frustrated shoppers without orders and unable to reach the customer service helpline. The fiasco was described as a 'meltdown'.
Fashion-obsessed students will post their photographs of the outfits on Instagram or Twitter with the hashtag #TheHundredProject. The reward at the end of the university year, which begins across the country next week with Orientation Week, will be a 25 per cent year-long discount for anyone reaching 100 outfits.
The most stylish student will receive a year's supply of Asos goods.
It is also looking to appoint 20 Student Brand Ambassadors to work on its behalf through the year before selecting one to do an eight week internship across its London, New York and Sydney head offices.
Jo Shapland, senior marketing and communications manager at Asos Australia, told Ragtrader magazine: 'Students are such an important audience of our brand and we would love to tap into their world on a much deeper level. It's why we're looking for these ambassadors - so that we can co-create relevant & compelling student content & then share that content with a much broader audience. It's a really exciting initiative & we can't wait to discover some amazing talent.'
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