White particles scattered against a black background resembling dust or snowflakes in the air.

ASUS BTS
campaign

Learn. Try. Create

ASUS Vivobook laptop displaying photo editing software with a neon-colored portrait of a woman wearing headphones.

Dense purple smoke cloud isolated on a white background.

Curved, flowing lines in purple, pink, and yellow on a black background.

Client
Product

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

ASUS Vivobook и Vivobook Pro based on Intel processors are the laptops that suits for education and gaining practical skills in different creative fields: graphic design, animation, video production, music.

Purple paper airplane on a black background.

ASUS Vivobook laptop displaying a colorful screen with origami birds on each side.

Task

To conduct the campaign that will increase brand awareness:

among the target audience of young creators aged 15-25

before the start of the “Back to school” season

in EMEA in general and in key countries in particular: Poland, Czech Republic, Israel, UAE, South Africa.

Two young women making funny faces while taking a selfie, one holding books and a phone, the other holding a coffee cup with yellow headphones around her neck.

Three smooth, flowing blue lines intertwined and curving gracefully from left to right on a transparent background.

Creative
concept

We thought of three main steps of creators path:

Step 1. Learning and acquiring skills

Step 2. Practicing and improving something new

Step 3. Creating something truly significant

So we came up with three-part slogan: Learn. Try. Create.

Two flowing, curved lines crossing and tapering, shaded in gradients of light blue to darker blue on a transparent background.

Contest
mechanics

Creators appreciate the opportunities to express themselves. And we gave them one — launched a contest on Instagram with the ASUS laptops as the prizes for top 3.

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

Try mask

Messenger app chat bubble icon next to a pink heart emoji.

Animated smartphone screen with a laptop image and the words 'Learn', 'Grow', and 'Win' appearing sequentially on a dark blue and purple background.

Three young people inside circular frames over large outlined letters 'A' and 'R', one person wearing headphones, two smiling friends making peace signs, and one with an afro at night.

Branded
prizes

For the 4th—10th runner-up spots and the winners of bloggers’ give aways we prepared a gift box with branded useful stuff for creators.

For each component of the box, we created a layout with unique prints.

Blue speech bubble with the word 'WOW' in dark blue handwritten text.

Light blue hoodie with ASUS and Intel logos and colorful illustration of diverse creative characters, displayed with ASUS Intel Core i7 branded boxes.

Yellow sticker with the motivational phrase 'Keep Going' and red arrows above and below the text.

Rectangular purple patch with geometric crystals and text around edges saying 'Boost Your Creativity'.

Purple circular badge featuring colorful soundwave peaks and geometric shapes with the phrase 'PLAY YOUR MUSIC' repeated around the edge.

Circular emblem with the words 'CREATE' and 'FEARS' in stylized pink and blue letters surrounded by decorative geometric shapes on a dark background.

Branded
hoodie

We developed AR mask that animates the bright hoodie print.

Try hoodie mask

Young woman wearing a headset with a microphone, sitting indoors with colorful abstract digital illustrations overlaying the video frame.

Branded
patches

AR mask for patches activates a magic crystal that boosts creativity, allows to create an audio sample, generates a creative motto and a cute animal-motivator.

Try patches mask

Animated green cartoon frog standing upright, wearing blue pants and moving its arms and legs.

Abstract geometric illustration of a blue koala head surrounded by floating colorful 3D shapes on a dark purple background with text 'CHOOSE YOUR MOTIVATOR' around the border.

Animated purple and blue 3D geometric shapes rotating around a circle with text saying 'Ready to share and get funded?'

Circular graphic with colorful abstract sound waves and geometric shapes on a dark purple background with the text 'PLAY YOUR MUSIC' repeated around the edge.

Rotating green 3D abstract shapes against a white circular background.

Animated pink crystal glowing and rotating against a dark geometric background with floating sparkles.

Abstract purple and pink crystal shapes surrounded by blue geometric shards and dots with the text 'BOOST YOUR CREATIVITY' around the border.

Abstract low-poly style illustration of a blue koala head with geometric shapes around it on a dark purple background, bordered by the repeated text 'CHOOSE YOUR MOTIVATOR'.

Circular purple badge with colorful soundwave visualization and text 'PLAY YOUR MUSIC' repeated around the edge.

Circular design with the words CREATE and LEARN in colorful, stylized letters and the word TRY repeated along the border.

Abstract purple and pink crystal shapes with blue arrows on a dark purple background, surrounded by repeated text 'BOOST YOUR CREATIVITY'.

Yellow smiley face emoji hugging a red heart with closed eyes and a content smile.

Collaboration
with bloggers

Five influencers from focus countries were the promoters and jury. For them we created guides with activities we expected and all the necessary materials like banners, posts texts, etc.

Digital dotted globe with five circular portraits of diverse people above it, representing global connectivity.

Collage of five portraits showing diverse people from Poland, Czech, Israel, the UAE, and South Africa, each within a purple-bordered circle.

Digital globe composed of colorful dots forming continents and oceans on a black background.

Promo
materials

Stop motions

For promo videos we created three characters, drew graphic sketches, compile photorealistic drafts with the team and made the scripts out of these. Then we organized a casting and held a photo shoot in Istanbul.

Using simple stop motion format we showed the audience that it wasn’t necessary to be a professional director and editor to participate in the contest.

Designer

Dj

Engineer

Woman sitting by desk with laptop showing shoe design sketches, learning shoe design on purple background with text 'Learn'.

Young man wearing headphones and a purple hoodie mixing music on a DJ controller connected to a laptop.

Scientist in a white lab coat working on a laptop with robotic arms inside a laboratory, with the word 'Create' displayed nearby.

Banners

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

Website

The landing page linked the entire campaign — here we posted the information about the contest, jury and ASUS laptops, as well as the works gallery and the winners announcement after they were determined.

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

Scattered white light particles or droplets against a black background.

50+

promo posts were
published by bloggers

462k

times contest mask was used

Results

300+

participants were successfully moderated

9.28%

“Try mask” website conversion rate

Timeline

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

Client’s
feedback

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