ASUS India launches The Big Selfie to promote ZenFone 4

The Big Selfie

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.

Would you like us to review the campaign? Let us know in the comments section below or write to us at [email protected]


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