ASUS partners with GREY Hong Kong to launch global campaign

ASUSTeK Computer has launched a global campaign upon introducing the latest product Zenfone 9.  Leveraging on its small size, the Zenfone 9 is introduced with the idea "Compact size, big possibilities".

The campaign created with Grey Hong Kong aims to extend the series’ appeal and widen its consumer base attracting new consumers who look for phones that match their lifestyle instead of purchasing only performance-orientated ones. Grey Hong Kong helped to developed the concept of "Grab life with one hand" along with a film and teaser trailers, shot by global production powerhouse Sweetshop's Matthys Boshoff.  The campaign video shows Zenfone 9 through different scenarios where consumers would usually require two hands to hold the phone. The use of bright colour palettes and everyday life occasions reinforce the lifestyle element of the Zenfone 9 while keeping its technological prowess through CPU breakdowns and gimbal stabiliser animations. 

The film's opening scene displays the convenience of the Zenfone 9 as the protagonist is effortlessly holding onto both - a moving train's handles and his phone. In contrast, we see others in the background not having as much luck.

Shot in Cape Town, South Africa, the film features the phone's water-resistant ability, night mode camera, and impressive high-definition camera capabilities through cloud monitoring.

"We are delighted to have collaborated with Grey Hong Kong and The Sweetshop to produce this incredible video, which fully conveys the Zenfone 9's usability and features in real scenarios." Shawn Chang, ASUS Phone BU marketing and sales director. "It was tough for us to organise a video shoot in this pandemic, but with the director's professional suggestions and Grey's skill and experience, we made it happen perfectly," said Chang.

"The Zenfone 9 is an exciting evolution in the ASUS Zenfone lineup. We wanted to highlight the ease of using it with one hand through various real-life situations. Once we had that idea, the production, casting and locations simply brought it to life. We look forward to working with ASUS again in the future," said Rick Kwan, Grey Hong Kong creative partner.

Related articles:

Grey Hong Kong names Duffy Lau GM, makes slew of promotions
Heineken unleashes global campaign to shut down your always-on work cultures