ASUS India rolled-out a product campaign titled The Big Selfie – following the unveiling of the ZenFone 4 Selfie Series this month.
The campaign stresses on the mobile phone’s unbeatable selfie-taking feature – dual lens wide-angle selfie! The Womb has conceptualized the campaign.
The agency dug deep into modern India’s selfie-taking phenomenon, and uncovered a cultural nugget that Indians love to take their selfies with ‘people’ not things. Unsurprising in hindsight, keeping the relationship-oriented Indian came Asus’ campaign proposition to bring alive its wide-angle selfie phones – “jinki duniya badi hoti hai, unki selfie bhi badi honi chaahiye, and its brand platform – #TheBigSelfie.
This was also Asus India’s interpretation of the brand’s new global positioning – ‘We Love Photo’ – created around its unbeatable range of camera phones.
To create an initial buzz leading to the launch date, a break-up tweet was posted, which generated the volcano effect that helped create intrigue around ‘#DitchTheSelfieStick’. To maintain the pre buzz, a social campaign was kicked off by the brand ambassador ‘Disha Patani’ posting a boomerang video on her Instagram page and breaking a selfie stick with a message #DitchTheSelfieStick. This post received over 1.6 million views followed by 200+ digital natives posting their own boomerang videos.The digital partner, IBS executed #DitchTheSelfieStick for the pre-launch campaign.
“ASUS is a brand which thrives to pursue technological and aesthetic perfection through continuous innovation. We place ourselves in our customers’ shoes to develop a deep understanding of, and genuine empathy for, their needs—enabling us to create user experiences that transcend the norm.” said Arindam Saha, Head Marketing, at ASUS India.