About
Campaign Title:
Find Your Zen
Campaign Duration:
6 months - 1 year

Brand Name:
ASUS
Industry Sector:
Computer Hardware
Agency Name(s):
CREATIVE UNDERGROUND
Countries & Regions:
Regional/APAC,
Hong Kong
Key Objectives:
Brand – Launch/Reposition, Brand - Awareness, Brand - Loyalty, Customer Acquisition, Drive Online Traffic, Increase Sales, Product Launch, Increase Market Share
Target Audiences:
Youth, Male, Female, Professionals
Ad Spend in USD:
$500,000 - $999,999
Testimonial
 “When we start Find Your Zen campaign. The brief was to redefined the word "ZEN". The Zenbook, was our brand new prototype. Creative Underground understood what we were looking for. Therefore, the whole new concept has been activated which is modern, lifestyle and inspiring. It certainly took Asus to another level. Throughout the campaign Creative Underground has shown the real collaboration and the possibilities of a brand campaign. I believe, In Search of Incredible will always stay with Creative Underground.
- Chris Chung - Creative Lead at ASUS, Asus
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Find Your Zen
ASUS
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Find Your Zen

The brief was to create relevant lifestyle around the Asus, Zenbook Ultrabook brand by provoking a feeling of inspiration. We positioned the Zenbook Ultrabook as contemporary, unconventional, and an inspirational piece of technology that brings modern “city zen” lifestyle to the audience.

Another task was to shift perception of the Asus Zenbook Ultrabook into standing for something bigger, more meaningful and relevant as a lifestyle brand.

Planning & Execution

This campaign symbolizes the urban city lifestyle where in all the hustle and bustle; there are some moments that stand out more than others. We wanted to embrace this type of celebration of life via an online/offline marketing journey. Our print, digital, social marketing and PR endeavors all pointed to the Find Your Zen webisodes. This gave a big idea multiple places to go, from online to in store.

The call to action (Find Your Zen) creates a “movement” for people to embrace and create or interpret their own deeper meaning. This movement resonates and relates to people in several ways. One is the intention of finding a moment that is satisfying enough to share with another person. Another is achievement of enjoying that moment and taking time for oneself to do so.

The centerpiece of the strategy are the webisodes on the website and everything around it advertises the product and the webisodes, so Asus Zenbook sponsors the entertainment and we market the advertising around that both on/off line and social.

This is a very creative and cost effective way of getting to the right people it is measurable as well.

Effectiveness / Results

The Campaign went from regional to global to raise sales.

The Agency Directory online coverage is now Portfolio

Portfolio is a unique platform which combines the existing Agency, PR and Digital directories into one comprehensive, content and data rich showcase of agencies in Asia-Pacific. Easily browse, search and review agencies on key performance criteria, as well as their Creative Ranking.

We hope Portfolio makes finding the right partner a little bit easier but we’d like to hear from you - simply select the feedback tab on the site and let us know want you think.


The Campaign Asia-Pacific Team