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Asus' illuminated campaign

By Bhawana Anand - January 15, 2014

Asus utilizes the OOH platform to talk about their detachable laptop cum tablet in association with Street Talk.

In association with Street Talk OOH agency, the IT peripherals brand Asus, designed an outdoor campaign to communicate about their new Laptop cum Tablet Transformer Book T100. The communication strategy behind the campaign was to create awareness about the new transformational gadget which serves  dual purpose of being a Laptop as well as a tablet i.e. DETACHABLE to convert. The outdoor campaign has been targeted towards Sec A &B, tech-savvy Youth and corporate audience. The campaign is deployed across Delhi, NCR, Mumbai and Pune for the duration of 15 days.

The campaign creative showcased the detachable Laptop cum tablet along with specifications. To highlight the impact, innovations were executed at prominent locations such as at Haji Ali junction in Mumbai, Karve Road and Tilak Road in Pune and Nehru Place and South Extension in Delhi where the product and the brand logo have been illuminated with LED to catch the eye from the distance. A mix of media such as Hoardings, Pole Kiosk, Cantilevers and Bus-Q-Shelters were used for the campaign.

Rahul Biswas, Sr. Brand Manager - Business Development & Market Research Street Talk says talking about the campaign,"To highlight the unique offering of Asus, we thought of doing a cost effective innovation. We used LED to make the brand logo stand out and gave a halo effect to the jut-out of the laptop created on the billboard and highlight the unique detachable concept. Right locations to maximize the impact were very important so we looked at premium locations catering to TG.”

"Asus as a brand has a philosophy that each and every product speaks for itself, but it's time that we spread this message to masses and communicate about products and its features to create awareness. For this particular product we selected this part of traditional medium (Outdoor with innovation) so that the concept which serves as a "USP” which is detachable comes out in a very clear manner where end-users looking at the medium (Innovative outdoor) immediately get the message of its detachability feature& 2 in 1 ultraportable detachable note book,” Says Arindam Saha, Marketing Head, Asus India (System Business Group).



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