Asus India Pvt. Ltd.: An intelligent e-mailer to sell Asus' intelligent phone

Asus, an electronics company, devised a campaign in India that positioned the Asus Zenfone 5Z as a category-redefining flagship and created buzz for a phone that was months away from launch.

Agency: Fulcro Consulting Pvt. Ltd.

Objectives

The flagship category works on comparison. Apart from the badge players like the Galaxy series and Pixel, having the right price-value equation against the competition is only recipe of success. For Asus, the Zenfone 5Z was the first entrant in the flagship category. With no physical device available in the market, the objective was to create buzz and highlight the price value proposition of the product.

Strategy

In June 2018, Asus India was set to launch the Zenfone 5Z - the true AI powered flagship phone in India. But with no presence in...

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