The Campaign

The low battery alert. It’s a scary sound, and when we hear it, we all respond in the same way when we still have a lot to say: we start talking faster. To dramatize this smartphone anxiety in a fun way, and to draw comparison to the long lasting battery of the ZenFone Max, we teamed up with speed rapper and Youtube star Mac Lethal: what happens when a speed rapper gets low battery? To make it more relatable and entertaining, we decided to shoot with hidden camera in a public setting.

Creative Execution

In addition to launching the films on ASUS’ Facebook and Youtube channels, MacLethal also personally introduced the film to his followers. His audience built initial campaign momentum, which we followed up with an extended PR plan. Around 5 days after the launch we started up the media buy to enhance the reach of the campaign. This further enhanced the virality of the campaign. All films and content items directed people to the content hub on the ASUS website, on which more information on the ZenFone Max was found, also in entertaining ways. The traffic to the website peaked to an all time high.

- The campaign got an aggregated 30 million views in only 4 weeks (target was 10 million views) - Incredible engagement, with 650.000 likes and more than 60.000 comments - Overwhelmingly positive comments in the press and in the comments on the films (80% positive sentiment, an awesome result for a tech brand) - Cost per contact of $0,006, an all time low - Set a new Google benchmark in 2016 for Tech industry in terms of lowest CPV - Over 100K new fans acquired in social, even when this was not part of our set of goals - 30% sales increase of ZenFone Max in targeted markets!

Reaching out to our young target audience meant we opted for an entertaining content strategy. We chose speed rap, because it connected so well to our insight: No Need to Rush. To stay relevant for a longer period of time, and to keep on refreshing the theme, we decided to create several subfilms and target these at relevant moments in time. A Mother’s day themed film was launched on Mother’s day, a speedy pizza order film and game were launched on Facebook around dinner time. The campaign also used a Hero/hub/hygiene model where the main films directed content towards a hub site which included additional articles and snippets with Mac Lethal that were more product specific.