| Title | NO NEED TO RUSH |
| Brand | ASUS |
| Product/Service | ZENFONE MAX |
| Category |
A07. Talent |
|
Entrant
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SUPERHEROES AMSTERDAM Amsterdam, THE NETHERLANDS
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Idea Creation
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SUPERHEROES AMSTERDAM Amsterdam, THE NETHERLANDS
|
|
PR
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SUPERHEROES AMSTERDAM Amsterdam, THE NETHERLANDS
|
|
Production
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FAT FRED Amsterdam, THE NETHERLANDS
|
Credits
| Rogier Vijverberg |
SuperHeroes |
Creative Director |
| Ola Syse |
SuperHeroes |
Art Director |
| Arthur Manduapessy |
SuperHeroes |
Art Director |
| Elliot Stewart-Franzen |
SuperHeroes |
Copywriter |
| Dimitri Hekimian |
SuperHeroes |
Copywriter |
| Krister Lima |
SuperHeroes |
Graphic designer |
| Sofie Nilsson |
SuperHeroes |
Graphic designer |
| Severien Jansen |
SuperHeroes |
Producer |
| Teddy Cherim |
Fat Fred |
Director |
The Campaign
The low battery alert. It’s a scary sound, and when we hear it, we all respond in the same way when we still have a lot to say: we start talking faster.
To dramatize this smartphone anxiety in a fun way, we teamed up with speed rapper and Youtube star MacLethal.
Filmed in a supermarket with hidden camera, MacLethal 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.
Creative Execution
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).
The campaign got an aggregated 30 million views in only 6 weeks (target was 10 million views). And not just in reach the numbers were terrific:
- the campaign boosted sales of the ZenFone Max with a historic 30%, making it the most successful ASUS campaign ever.
- Incredible engagement, with 650.000 likes and more than 60.000 comments
- MacLethal got heaps of positive appraisal.
- Overwhelmingly positive comments in the press and in the comments on the films (80% positive sentiment, an awesome result for a tech brand)
- Cost per contact of $0,006, an all time low
- Set a new Google benchmark in 2016 for Tech industry in terms of lowest CPV
- Over 100K new fans acquired in social, even when this was not part of our set of goals
- 30% sales increase of ZenFone Max in targeted markets!
This campaign collaborates with a speed rapper to create unskippable content that taps into cultural behavior, reveals a simple and powerful product message, and breaks through the clutter of social media.
The collaboration resulted in incredible view numbers and business results.
Reaching out to our young target audience meant we opted for an entertaining content strategy with close involvement of a YouTube star. We chose speed rap, because it connected so well to our insight: No Need to Rush.
To stay relevant for a longer period of time, and to keep on refreshing the theme, we decided to create several subfilms and target these at relevant moments in time.
A Mother’s day themed film was launched on Mother’s day, a speedy pizza order film and game were launched on Facebook around dinner time. The campaign also used a hero/hub/hygiene model where the main films directed towards the ASUS website, which included additional articles and snippets with Mac Lethal that were more product specific.