Making tech relatable in a saturated market
By Creative team.
How do you stand out in a mid-range category choked with rivals? We have the answer
Spot the difference
ASUS’ Vivobook S laptop was entering a ferocious battleground for the young creative professional’s dollar.
Eight formidable competitors were all crowding into the same space, targeting the same people, and advertising the same features.
But there was one important weak-point our Research & Insight team helped ASUS to spot:
Everyone was displaying the product first and sidelining the consumer.
The opportunity
Put the consumer front and center: focusing on how the tech supports them to live their life, the way they want.
That meant developing a global campaign that told a relatable story, with humor, while translating every product KSP into a desirable emotional benefit.
No celebs, no hipsters, just believable lifestyle scenarios showing how ASUS’ laptop can help young professionals work, create, and fulfill their ambitions.
We’re in big trouble
This is where the creative team took over.
Armed with the insight, they devised a scenario every rising professional has faced:
An imminent deadline that’s rushing towards you like an 18-wheeler truck!
Everyone’s been there, the question is: how do you get out of it?
AI to the rescue
James and Alice have precisely 12 hours to finish their project (an ASUS Vivobook S commercial, so meta!) but all they have right now is a jumble of notes.
James hits the Copilot key on his laptop and asks the AI to draft a script and a list of product KSPs:
One-click AI
Ultra-thin and light
Long battery life
Vivid OLED display
Great performance
Roam if you want to
Mobility is key to a laptop lifestyle so the action swiftly moves through a fun ‘if only’ sequence showcasing the Vivobook’s versatility:
In reality, Alice is working on the commercial from a coffee shop, but we’ve all daydreamed of being somewhere even more exotic.
You’re toast
What better way to emotionally relate the slimline design of a laptop?
Live long and prosper
The sky goes dark as time ticks away, but Alice doesn’t have to worry about her battery life for a moment.
(Our research showed battery anxiety was a bigger concern for women than men, hence Alice role-models this KSP.)
Star power
Alice and James have donned their space helmets. Have they been shot into the void by an irate client for missing their deadline?
No! The camera pulls back to reveal that the stunning cosmic backdrop is actually displayed on the Vivobook’s gorgeous OLED screen.
That’s another KSP delivered while our young pros always remain in the foreground.
Saving the day
With time running out, our pair complete the movie and hit their deadline (as did we). The final scenes show Alice and James working in close collaboration while the sleek Vivobook powers them to the finish.
The story of our ambitious young professionals and their solved laptop pain-points is told in under 80 seconds. It forms the centerpiece of ASUS’ global launch campaign and we additionally provided research including competitor analysis, validated audience profiles, campaign strategy, and social media assets.
Call us if you’d like to find out what our Creative and Research teams can do for you.
If you would like to discover more about our integrated approach and work together on a project, get in touch.
