|Campaign||Asus & Intel|
|Business Sector||Consumer Electronics & Audio-Visual|
|Tagline||In Search of Incredible|
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 Director||guy abrahams|
|Advertising Manager||Katie Lee|
|Agency||Kitcatt Nohr Digitas|
I’m Malin Hanås, a Creative Director at POKE in London. I’ve...
"Jeff Estok joined Navigare as a Partner in 2009. Prior to that,...
Nils Adriaans from Amsterdam has been in the (international) crea...
Mr. Andrea Stillacci is the Founder, Chief Executive Officer and...
I’m an international creative who spent the last decade building...
Leo Copet was born in Reims. He started his music career in 2006...