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Asus Zenfone Max: No need to rush
ASUS HQ in Taipei asked us to create a launch campaign for the ASUS ZenFone Max, focusing on its key feature: a bigger battery than any of the competition.
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. Because we wanted to reach a younger audience, we opted for an entertaining content strategy.
“The commercial is brilliant as it is funny and effective in the same time.”
- Dailycommercials.com -
To dramatize the anxiety of a low battery in a fun way we teamed up the Asus Zenfone Max with speed rapper and YouTube star Mac Lethal: what happens when a speed rapper gets a low battery? To make it more relatable and entertaining, we decided to shoot with a hidden camera in a public setting.
The fundament for our content strategy was our SuperClose Model. To stay relevant for a longer period of time, and to keep on refreshing the theme, we thin sliced the target group behavior. We created several sub films to retarget at relevant moments in time, like on Mothers Day, coffee time and dinner time. Also, we built a full content hub, including insightful articles and extra interviews with Mac Lethal.
“The approach really resonates online, and the minute-long clip is closing in on 15 million views across all platforms in just over a week.”
- ADWEEK -