CASE STUDY: How Asus launched users into another world

Background

No market is more competitive or cluttered than the mobile phone market. With endless new models and new features being launched all the time, it’s a daunting task for mobile brands to stand out in today’s marketplace.

Aim

Asus wanted to make an impact with the launch of its new ZenFone 2, and showcase some of the new features in a way that would let the audience ‘See what others can’t see’. Working with digital agency Razorfish in Hong Kong, the brief was to show the phone’s new features and technical functions in way that would impress hardened tech journalists and retailers. Simultaneously, the brand wanted to capture the attention of invite-only attendees to the global ASUS launch events.

Execution

Razorfish worked with MediaMonks to create a virtual-reality journey through space, using Google Cardboard. Developed in Hong Kong, the VR piece was used in launches in Europe, the US, and in APAC (specifically Taiwan, India, and Indonesia). Based on famous Star Trek call to "boldly go where no one has gone before,” the virtual experience placed users in their own spacesuit with a virtual ZenFone 2 in hand. Users could then explore and discover new life forms, take selfies with fellow astronauts, and see all the new fuctions of the phone.

Results

The immersive experience became a centerpiece at worldwide launch events for the ZenFone 2, where exclusive invite-only and influential audiences could take the interactive journey. The experience contributed to a successful PR launch, with comparative coverage in tech publications citing the ZenFone 2 as an excellent choice for consumers against our competitors.

Such was the impact and positive feedback from the events, the experience has now been prepped for launch on the Google Play Store.

Credits

Razorfish HK Team: Christian Teniswood, Larry Lim, Eric Leung, Joyce Ma

MediaMonks Production Team: Coen Doolaard, Sander van de Vegte, Quinten Beek, Richard Mulders, Sunil and David

ASUS Team: Erik Hermanson, Anne Yao, Matthieu Morel

Click here to read our feature on how virtual reality is impacting the marketing and advertising industry.

This article is part of the Campaign Innovate series, a collection of articles that examine the way innovation, startups and technology are affecting the advertising and marketing industry.

Campaign Asia-Pacific has also launched the Campaign Innovate competition, an event that aims to provide a platform for Asia-Pacific's startups to pitch to some of the world's biggest brands.