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ASUS
Back To School Campaign
Client

ASUS EMEA (Europe, the Middle East and Africa), a computer hardware and consumer electronics company.

Product

ASUS Vivobook and Vivobook Pro based on Intel processors are perfect for education and gaining practical skills in different creative fields.

Task

To increase brand awareness by launching a campaign.

Target audience: creatives 15-25 y.o.
Timeline: before the “Back to school” season
Geography: EMEA in general, specifically in Poland, Czech Republic, Israel, UAE, South Africa.
Creative Concept

We thought of the three main steps of a creator’s way:

Learning and acquiring skills.

Practicing and improving something new.

Creating something truly significant.

Contest Mechanics

Creators appreciate the opportunity to express themselves. And we gave them one: we launched an Instagram contest with the ASUS laptops as the prizes for top 3 winners.

Users needed to make videos of how they learn, try and create in any field, using a special AR mask we developed

Branded Prizes

For the 4th—10th runner-up spots and the winners of bloggers’ giveaways we prepared a branded gift box with clothes, accessories and souvenirs. 

Each item in the box had a special design with unique prints.

Branded Hoodie

We developed an AR mask that animated the bright hoodie print.

Branded Patches

The AR mask for patches activated a magic crystal that boosts creativity, allows creating an audio sample, generates a creative motto and a cute supportive mascot.

Branded prizes

For the 4th—10th runner-up spots and the winners of bloggers’ giveaways we prepared a branded gift box with clothes, accessories and souvenirs. 

Each item in the box had a special design with unique prints

Branded hoodie

We developed an AR mask that animated the bright hoodie print.

Branded patches

The AR mask for patches activated a magic crystal that boosts creativity, allows creating an audio sample, generates a creative motto and a cute supportive mascot.

Collaboration With Bloggers

Together with the ASUS team, we selected five influencers from the campaign’s focus countries as the contest promoters and judges. We developed guides for the expected social media activities and all necessary ad materials (banners, post texts, etc).

Promo Materials
Stop Motions

To inspire UGC, we created three characters – a DJ, snickers designer and inventor – and made promo videos with them. We drew graphic sketches, compiled photorealistic drafts, wrote video scripts and conducted casting. Then we went to Istanbul to do a photoshoot.

Using a simple stop motion format we showed the audience that they didn’t have to be professional directors and editors to participate in the contest.

Key Visual

We also used materials from the photoshoot to create a photorealistic key visual and its graphic version.

Lots Of Banners

To increase the reach, we created about 600 banners for different platforms, with various visuals and messages.

600+
Website

The landing page linked the entire campaign: there we posted the information about the contest, jury and ASUS laptops, as well as the works gallery and the winners announcement.

There were 9 language versions: English, Arabic, Polish, Czech, Romanian, Hungarian, Turkish, Russian, and Hebrew.

Results

We started preparing for the launch in the spring of 2022. The competition ran from October 22 to October 30, and the results were announced on November 9.

50+

promo posts

426K

mask uses

300+

moderated participants

9.28

website conversion

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