Launched three weeks ago, the two initial TVCs airing across Asia and other markets internationally have been created with an eye-catching 3D feel. Targeted at the serious to professional gaming segment, the TVCs finish with the brand's tagline, 'By gamers. For gamers'.
"We're looking for someone who wants to pay for a product that is more expensive than regular products," said Fiona Bartholomeusz, Formul8 Singapore MD.
She added that the products are not just for gamers, but are also aimed at working professionals like architects and engineers, who require equipment that is able to perform to a certain degree of precision.
While the campaign includes both above- and below-the-line globally, the Formul8 team has also developed a highly-collaborative approach, working with Razer's design department, to help in refining the 'look' of the mice, while leaving the mechanical design aspects to their engineering team.
A second burst of activity is expected to hit TV screens soon, with the print component regularly updated in US and Canadian gaming and technical magazines.
Razer hones high tech edge to talk to serious targets
Formul8 Singapore has unveiled its first through-the-line work for professional gaming mouse Razer, with a series of computer graphic TVCs and accompanying print works.
