In April Superheroes, the agency “saving the world from boring advertising,” pitted speed rapper, Mac Lethal, against a low battery phone in a supermarket and a cafe. And it used a hidden camera to film the genuine reactions of people overhearing his impossibly fast low battery conversations.
Why?
Well, the main reason was to promote the advantages of Asus’ ZenFone Max, whose battery lasts 38 days. The stunt was part of a campaign called No Need to Rush.
It also made great content.
That content spread like Mac Lethal rapping through the internet. Within three weeks, it had achieved 30 million views across Facebook and YouTube and a top spot on the global viral video chart. it had also become Asus’ most successful campaign ever.
The idea that came from a simple observation, that we tend to speed up our conversations when we hear the low battery alert, was even more successful than Edward the tufted titmouse.
Mac Lethal also turned out to be the perfect asset. His fanbase was fiercely passionate and supportive, which helped with the initial launch.
Three follow up videos and additional creative content and contests were created to keep the campaign firing on all cylinders. The new videos refreshed the campaign over a longer period of time and built additional traction with new audiences. There was even a special Mother’s Day edition. Superheroes made the videos easy for people to click and share. They’re all bite sized, no more than a minute.
Check out the new additions to the campaign:
You might also like
