- 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?

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

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

In a hidden camera supermarket setting, a speed rapper gets a low battery signal while talking on his phone. His conversation about what to pick up for dinner gets turned into a super speedy rap to the amazement of the other shoppers.

The message: with the powerful battery of the ASUS ZenFone Max, there’s no need to rush.

The campaign ran over a period of 6 weeks. We kicked off with the launch of the main film called ‘Low Battery vs. Speed Rapper’, which was shot with MacLethal in hidden camera setting. All scripts were created in close collaboration with MacLethal too, making him a full member of our creative team.

In addition to launching the films on ASUS’ Facebook and Youtube channels, Mac Lethal also personally introduced the film to his followers. His audience built initial campaign momentum. Supported by a PR push, the film quickly went viral. After about 5 days we started to promote the film on Youtube and also on Facebook, with a relatively modest media budget, targeted to a number of key European markets (Netherlands, Italy, France, Germany, Sweden).