Titel | Peacocks |
Agentur | ZenithOptimedia |
Kampagne | Asus & Intel |
Werbende | Asus |
Marke | Asus |
Posted | JunI 2012 |
Geschäftsbereich | Unterhaltungselektronik & Audio- und Videogeräte |
Slogan | 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. |
Medientyp | Fernsehen |
Media Director | guy abrahams |
Credit | Mark Watkins |
Werbeleiter | Katie Lee |
Agency | Tag Worldwide |
Agency | Kitcatt Nohr Digitas |