| Title | FIND THE RIGHT WAY |
| Brand | CHINA DIGITAL |
| Product / Service | ASUS GPS NAVIGATOR |
| Category | D01. Event and Field Marketing |
| Entrant | DDB GUOAN Beijing, CHINA |
| Entrant Company: | DDB GUOAN Beijing, CHINA |
| DM/Advertising Agency: | DDB GUOAN Beijing, CHINA |
Credits | |
| Name | Company | Position |
|---|---|---|
| David Lin | Ddb Guoan (beijing) Advertising Co./Ltd | Executive Creative Director |
| Dont Wong | Ddb Guoan (beijing) Advertising Co./Ltd | Creative Director |
| Gongxing Wang | Ddb Guoan (beijing) Advertising Co./Ltd | Senior Art Director |
| William W. Wang | Ddb Guoan (beijing) Advertising Co./Ltd | Business Development Director |
| Barbara Yu | Ddb Guoan (beijing) Advertising Co./Ltd | Pa To Gm/Ecd |
| Tina Jia | Ddb Guoan (beijing) Advertising Co./Ltd | Designer |
| Youkun Li | Ddb Guoan (beijing) Advertising Co./Ltd | Designer |
| Fan Mo | Ddb Guoan (beijing) Advertising Co./Ltd | Copywriter |
| Tianning Sha | Ddb Guoan (beijing) Advertising Co./Ltd | Copywriter |
| Stephen Liu | Ddb Guoan (beijing) Advertising Co./Ltd | Associate Creative Director |
Portable GPS navigation systems experience high volume sales as personal automobiles popularize in China. Among other brands in this fiercely competitive market, ASUS GPS Navigator needs to make more buzz to stand out in this saturated market.
When you’re lost, finding the way out can feel as confusing as playing with a Rubik’s cube.
At all major gas stations in Beijing, thousands of Rubik’s cubes, each with packaging showing jumbled blocks of street maps of Beijing, were distributed to drivers whose vehicles were not equipped with a navigation system. On the top lid of the packaging containing the cubes has the headline: “Wrong turn?” By opening the box, a Rubik’s cube is revealed and on the top face reads “ASUS GPS Navigator helps you find your way.”
The event was the talk of the town in Beijing and is known for being an effective campaign with limited budget, for a short duration but with maximum results. Telephone enquiries were up by as much as 300%. And quarterly sales were up 68% year-over-year.