ASUS BTS
campaign

Learn. Try. Create

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.

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.

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.

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

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.

Branded
hoodie

We developed AR mask that animates the bright hoodie print.

Try hoodie mask

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

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.

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

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.

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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