It’s no secret that when executed properly, integrated marketing campaigns can be a highly effective way to reach an audience. Using different campaign touch points that work together to illustrate a common message can influence and make an impact. However, sometimes creative teams are put to the test with a need to combine different creative concepts together. This is always a risk when presenting multiple ideas and creates a chance of diluting the goal of the initial campaign promise, especially when working across agency and in-house marketing teams. However, occasionally a project comes along where the client and the agency become true partners in realizing the campaign to its full potential. This was the case in our recent campaign launch for ASUS.
Our assignment was to create a campaign theme and logo, a fully responsive website, a TV spot to run on-line and in movie theaters and banner ads driving traffic to the website and an earned media effort that included a Facebook sweepstakes and a custom, download-able music track created by a YouTube influencer. The goals were to raise awareness of ASUS products being released with Windows 8 and drive sales from the point of entry to select retailer sites. Lastly, we needed to incorporate an existing ASUS brand message – Incredible- into the messaging.
We presented four ideas, with the client ultimately taking bits and pieces from three of them to combine one idea; ASUS and You. Incredible Together. A tag line from one idea, a video idea from another, and a social campaign from yet another. Yes, we were concerned. But the collaboration between internal teams and ASUS worked well and ultimately made it a stronger campaign.
During development of Incredible Together, we began sharing assets with ASUS; photography, logos, messaging and other assets that they then used to create other campaign components. They took our visual direction and the marketing elements we created and executed them into POS materials, a huge monitor display in Times Square and print ads, all of which helped to round out the campaign and make a larger impression.
Working together, sharing ideas and assets and creating a strong creative platform allowed us, and ASUS, to be incredible together. Check out the website and video at incredibletogether.asus.com.