Bates CHI&Partners unveils first global product-led brand push for ASUS

November 14, 2013, Global – The new ASUS & Intel film, “Transformation Day”, was unveiled today as part of a global campaign to launch the Transformer Book Trio across key markets in the US, Europe, Asia and Australia.

Transformation starts here

“Transformation Day” was conceived and executed by Bates CHI&Partners, one of ASUS’ trusted agency partners. Bates CHI&Partners won the ASUS account via competitive pitch earlier this year.

The film dramatizes the transformational effect of the ASUS Transformer Book Trio – a touchscreen Windows laptop that can also detach to become an Android tablet. The action sees a young man starting his first day in a new job. On discovering that his new laptop detaches, he finds that the world around him is transformed as well.

Wait, what?

Wait, what?

The film was written by Leo Poloniecki, art directed by Mark Cleary and directed by Noah Harris through Blink Productions. It forms the latest iteration of ASUS’s global Effie-winning advertising platform, ‘In Search of Incredible’.

“All ASUS products are designed to transform people’s expectations and possibilities, better enabling them to achieve their personal ambitions and reach their potential,” said Jeff Yang, Global Marketing Director for ASUS. “Our new campaign captures our brand belief in the power of transformation to help our customers in their search for the incredible.”

Both a preview trailer and the 90-second film were unveiled on ASUS’s Facebook and YouTube pages today. The film forms the centerpiece of a campaign including TV, cinema, digital and social media, as well as retail. Countries include Australia, China, Japan, Malaysia, Singapore, Taiwan, the UK, Denmark, France, Italy, Russia, Spain, and Sweden, and the US.

A cast of owls, snakes….

“With a four-day shoot in Vancouver, including a cast of owls, snakes, cougars, contortionists and card-sharks, this was certainly a Hollywood-style production,” said Poloniecki. “I believe it was the first TV commercial shot using the new MoVI camera rig, allowing for more mobility and flexibility – coincidentally echoing one of the advantages of the Asus Transformer Book Trio.”

The film, which involved the hero making seamless transitions between different sets in different locations was also technically complex. On set, the Asus Transformer Book Trio itself proved its worth as it was used to store heavy files, relay footage, and the tablet device was useful for the production & wardrobe department.

“With Intel processors in both the tablet screen and underneath the laptop’s keyboard, the Asus Transformer Book Trio is not only the first of its kind, but extremely powerful too,” said Jon Falker, Intel Partner Marketing.

Phase two of the campaign will see viewers invited to transform the film itself – by uploading their own images and video into a specially created interactive segment of the story.

“Creating great content will always be at the center of what we do,” says David Mayo, CEO of Bates CHI&Partners, “but it is increasingly essential to invite consumers to participate and take a more active role in the evolution of an idea.”

ASUS Transformation Day Film

ASUS Transformation Day Teaser Video

Image Gallery


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