2012 Bronze IT/Telecommunications

Client Asus Intel

How did the campaign make a difference? The target consumers for this brand are discerning individuals, always looking for the best. And so is Asus Intel. So consumers were invited to join Asus on a global journey discovering amazing people, places and things. ASUS rocketed from 14th to 5th in the top global brands for netbooks and notebooks, and sales of the N series range increased by 148%.

What details of the strategy make this a winning entry? Asus was already known for affordable and efficient notebooks and innovative motherboards. But it wanted to break into new territory dominated by giants like Apple and Sony, and needed to change market perceptions, establishing a reputation for premium products through the superior N5 notebook. The insight was that the target consumers aren't into technology for the sake of it. Nor do they buy high-status products to make themselves look good. They love things that work incredibly well and make life more enjoyable. They’re on a constant search, always looking for the best. This inspired the idea to invite them to join Asus on a worldwide journey, In Search of Incredible.

How did creativity bring the strategy to life? The search needed to be about passion first and technology second. It started by finding charismatic partners to inspire the search: legendary photographer Don McCullin, film maker Asif Kapadia and musician Jason Mraz. The content engaged consumers and aroused their interest in the rich product information on the microsite. Campaign updates, via emails and social media, encouraged return visits. Consumers were invited to share their own incredible stories. The best from 16 markets were chosen from 6,500 entries, with an overall winner chosen by public vote and a judging panel chaired by Jason Mraz. The winner’s story was filmed by Asif Kapadia and screened live at a special event at the Sundance Film Festival.

Results Reaching high-end consumers and increasing awareness of Asus helped to achieve a 10% uplift in sales for 2011 against 2010. The campaign beat its target by 60%, with a global sales uplift of 16%. During the campaign period, Asus enjoyed the second-largest increase in sales in the notebook and netbook market, despite having only the fourth largest media spend on a premium product branding campaign. Sales of the N series (including hero product the N5) increased by 148%, with a dramatic increase when the campaign was live.

Team Anne Davies, Mark Watkins, Hannah Gunn, Dimple Gohil, Michael Karg, Paul Kitcatt, Simon Robinson, Jamie Tierney, Dan Bort, Teal Newland

Other contributors Zenith Optimedia – Media, Lateral – Advertising