Asus Intel: In Search of Incredible

Kitcatt Nohr Digitas

The team

Anne Davies, Mark Watkins, Hannah Gunn, Dimple Gohil, Michael Karg, Paul Kitcatt, Simon Robinson, Jamie Tierney, Dan Bort, Teal Newland.

Other contributors:

Zenith Optimedia – media, Lateral – Advertising.

How did the campaign make a difference?

The target consumers for this brand are discerning individuals, always looking for the best. And so is Asus Intel. So consumers were invited to join Asus on a global journey discovering amazing people, places and things. ASUS rocketed from 14th to 5th in the top global brands for netbooks and notebooks, and sales of the N series range increased by 148%.

What details of the strategy make this a winning entry?

Asus was already known for affordable and efficient notebooks and innovative motherboards. But it wanted to break into new territory dominated by giants like Apple and Sony, and needed to change market perceptions, establishing a reputation for premium products through the superior N5 notebook. The insight was that the target consumers aren't into technology for the sake of it. Nor do they buy high-status products to make themselves look good. They love things that work incredibly well and make life more enjoyable. They're on a constant search, always looking for the best. This inspired the idea to invite them to join Asus on a worldwide journey, In Search of Incredible.

How did creativity bring the strategy to life?