• Situation

A younger digital audience is always hard to reach. They want to play with snapchat filters and watch fail videos, not watch your stupid smartphone commercial. So how to get them to open up to our campaign message?

• Brief

Communicate the ASUS ZenFone Max’s long lasting battery (38 days stand by time) to the target group (male/ female, 16-24)

• Objectives

Increase ZenFone Max awareness & consideration among a younger digital audience. The target was set at 10 million views.

In addition to launching the films on ASUS’ Facebook and Youtube channels, MacLethal also personally introduced the film to his followers. His audience built initial campaign momentum, which we followed up with an extended PR plan. Around 5 days after the launch we started up the media buy to enhance the reach of the campaign. This further enhanced the virality of the campaign.

All films and content items directed people to the content hub on the ASUS website, on which more information on the ZenFone Max was found, also in entertaining ways. The traffic to the website peaked to an all time high.