INTERACTIVE MARKETING

Dare to Move!

Transformer Book T100 contest campaign

Challenge

After releasing the new 2-in-1 detachable ultraportable ASUS Transformer Book T100, ASUS needed a campaign to raise public awareness of the product.

Transformer Book T100 is an elegant ultraportable with a detachable tablet. The client defined its target audience as office workers aged 25 to 40. They are active young men and women, who lead dynamic lives, are sports-oriented and interested in the latest technology and innovations. They are looking for a multifunctional laptop with high performance specs to improve their work processes, plus mobility for use outside of work.

solution

We suggested the creation of an interactive quiz game to entertain, as well as educate, the crowd.

The Transformer Book came out in the run-up to the FIFA World Cup 2014 in Brazil, giving us the perfect opportunity to use a football theme in the campaign. To achieve this goal, football vocabulary was used in the quiz wording and football symbols inspired the website design. The heightened emotions of football fans helped us attract more people. The interactive campaign was held online on a responsive website. We started by showing users a promo video about a guy in an office running away from his work colleagues, all the while doing tricks with his Transformer Book, as if it were a football. When he manages to escape, he is transported to a living room with his friends, plugs in his detachable tablet and they begin watching the game and cheering for their favourite team.

After the video, the users were asked questions about the device features. Each question reflected a certain product KSP (key selling point). They were also provided with clues to help answer the questions and learn even more about the KSP. Clues could be found by scrolling through the video scenes in slow motion. After the quiz, users could register for the giveaway of an ASUS Transformer Book T100. To earn additional points, there was an option of sharing the campaign information with friends via social media posts, email message or direct link. This helped spread the word about the product and the campaign. At the end of the campaign, the user who gained the most points, won the prize. The contest campaign was released in a number of EMEA countries and attracted 109 616 players, 15% of which were social media referrals. ASUS found the contest to be a significant success, as it increased Transformer Book T100 sales, as well as strengthening the bond between the brand and its customers