| Title | Micro |
| Agency | ZenithOptimedia |
| Campaign | Asus & Intel |
| Advertiser | Asus |
| Brand | Asus |
| Posted | September 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 | |
| More Information | www.insearchofincredible.com |
| Media Director | guy abrahams |
| Credit | Mark Watkins |
| Advertising Manager | Katie Lee |
| Agency | Tag Worldwide |
| Agency | Kitcatt Nohr Digitas |
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