The aim is to create curiosity for the European launch of a new running shoe from the Japanese sports brand ASICS, targeting young consumers for the first time. The website has to explain the benefits of its unique GEL cushioning technology.The heart of the site is the viral film. A Japanese home shopping show featuring two hosts who offer "GEL", a strange, red, shock-absorbing substance and demonstrate its effects in an outrageous way. But as a real online shop, GEL.TV has more strange products to offer, other than the running shoe, including a special merchandising product section and interactive e-cards.