ASUS is one of the most innovative tech brands that no-one’s ever heard of.
Our client wanted to debut their latest N-Series laptops on a global stage across 16 markets. The laptops were designed to give connoisseurs the incredible audio the sound experience they deserve.
We tapped into their passion for heroes in music, film and photography to create incredible content and we distributed this content using the best digital media technology. We began with a global unbranded campaign, “In Search of Incredible”, with a QR code, digital projections and viral video seeding. The campaign was designed to inspire our audience to join the search by sharing their incredible stories via a global competition.
We used high impact outdoor sites, digital posters and experiential events to showcase incredible campaign images by photographer Don McCullin. As search volumes grew we introduced light branding on the creative.
To engage, we created bespoke MTV programming with singer Jason Mraz and online webisodes by award-winning director Asif Kapadia. A multi-platform partnership on MSN, XBox and Windows Mobile helped to distribute this content to a global audience. We promoted participation in our competition via crowdsourcing networks and social media. We used print and digital titles to achieve reach and frequency against our audience. A PPC program harvested interest in the campaign.
ASUS is now the 4th most liked computer manufacturer on Facebook, and during the campaign Google searches for ASUS grew faster than all our competitors. We drove 5.6 million visits to the campaign website and over 12 million engagements and shares with our content. We had over 17,500 site registrants and 1,500 entries to our video competition. ASUS Intel is now a brand in demand. A poll on CNET showed we made the list of the most desired brands.
Ultimately, our campaign contributed to the sales for the sonic master N series models which doubled year on year.
Award and Recognition
Awarded the Euro Effie Awards 2012
Awarded the Intel Marketing Innovation 2012
Shortlisted for The Effective and Best Engagement Award in M&M 2012