Katie Lee
Agency Producer at Asus
London, United Kingdom
TitlePiano
Agency
Campaign Asus & Intel
Advertiser Asus
Brand Asus
PostedSeptember 2012
Product N-Series
Business Sector Consumer Electronics & Audio-Visual
Tagline In Search of Incredible
Story SUMMARY:
ASUS is one of the most innovative technology brands, but not widely known by general consumers.
ASUS, with the help of Intel and Bang & Olufsen, created the N5 series laptop which revolutionised the way that music can be listened to on a laptop. ASUS has now launched its first ever global brand campaign to try and make a big impact with the target audience as efficiently and effectively as possible.
Asus and Intel’s goals for this campaign were to use paid media to deliver a high impact campaign that would engage the audience and in turn increase ASUS notebook sales by 10% and move the company up into the top 5 global brands.
Lacking the budget to compete with the big players, the campaign was set up as a voyage to find incredible content to engage the audience Main Concept: “In Search of the Incredible”.
The campaign used photography by Don McCullin to drive people to an unbranded website. We then introduced a film by Jason Mraz, challenging viewers to share their own incredible stories in return for the chance to win an incredible prize– a film directed by award-winner Asif Kapadia, screened live at Sundance and streamed globally by Bing.
Globally, the sales objective of the campaign was exceeded by 60% as ASUS moved into the top 5 global brands for netbooks & notebooks knocking Toshiba off its #5 spot. The company’s Facebook page and website gathered over 12 million engagements and sales during the campaign period. Now, 37% of the market has a higher interest in purchasing an Asus computer for themselves and of the remaining 63%, half of those consumers would like to own an Asus.
Media Type Print
More Information
Media Director
Credit
Advertising Manager
Agency
Agency Kitcatt Nohr Digitas

People related to this work

Related Ads

Trending

Create a free Talent profile and become a member of AdForum

Get Started