ASUS India wanted to promote its Zenbook Pro Duo – India’s first dual-screen laptop in a distinct manner. In order to create awareness about the advanced technology in the laptop, the brand was in need of an ad that would create a lasting impression among users.
Since the laptop is a disruptive innovation in the industry, the brand took to mobile advertising in order to create an equally disruptive experience to showcase its features. The ad campaign used real-time, eye-blink detection technology, a novel innovation in the rich-media industry, to engage users effectively. The ad campaign was run programmatically to enhance targeting and to optimise business goals based on real-time data and insights.
In line with ASUS India’s objective, mCanvas created a rich-media mobile ad that opened to the copy ‘The laptop of tomorrow is just a blink away’, along with an ‘Explore’ button. On tapping the button, the ad encouraged users to blink their eyes to reveal the new laptop. Using real-time eye-blink detection technology, the Zenbook Pro Duo then appeared on the closing screen, along with the features of the product. A ‘Know More’ CTA at the bottom directed users to the brand’s landing page for more information.
"What started out as a humble idea – to promote an innovative laptop with an interactive ad, turned into an award-winning concept. Honored as we with this victory, we would like to extend our gratitude to Dentsu Webchutney, Amnet and mCanvas for bringing our vision to life with this unique campaign."
"Coupling real-time eye-blink detection technology and programmatic advertising helped us break through the cluttered ad space with an award-winning campaign that targeted the right audience with a meaningful ad experience."
"Using a data-driven approach to optimally target the right user segments, ASUS India’s mobile campaign engaged potential customers and established a strong connection between them and the brand."
