ASUS India & The Womb craftes new campaign for ZenFone 4 Selfie Series

ASUS India, the Taiwanese leader in mobile technology, along with strategy and creative partner The Womb, rolled-out a product campaign 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!

“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.

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[1] 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.

For the launch of the widest angle selfie phone, The Womb team 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.

The communication was directed by Arun Gopalan, Storytellers - Mumbai. The campaign[2]has already garnered over 8 million views on YouTube.

https://www.instagram.com/p/BYs0r0clVPa/?tagged=ditchtheselfiestick

Credits

Client: ASUS India

Agency: The Womb

Co-Founders : Kawal Shoor, Navin Talreja

Account Team: Heval Patel, Seema Mhate

Creative Team: Akshat Trivedi, Brijesh Parmar, Suyash Khabya

Planning: Nakul Jayadevan