The Incredible Catwalk,

A Social Campaign for ASUS

Following the commercial success of the ZenFone 2, ASUS launched a series of beautifully designed mobile phone cases, made especially for women. ASUS tasked our team to promote these across SouthEast Asia. We went on to create a social campaign that would highlight the exclusivity and appeal of the mobile phone cases, through fashion. The campaign would tell a story of versatility—every woman would be able to find an ASUS mobile case that was unique to her own style.

 

The team collaborated with online fashion influencer Kim Jones, and flew across seven countries—Thailand, Malaysia, Philippines, Vietnam, Indonesia, Singapore and India—in seven days. The result: a series of seven photographs which showcased each mobile phone case, amidst a variety of outfits that were inspired by each country’s culture, and worn by Jones.

 

While travelling, Jones was active on Instagram, updating her 764,000 followers on her adventures. She also regularly posted videos with fashion tips throughout the campaign. This sparked interest and participation in the contest that would follow. As part of the contest, participants were asked to design their own ZenFone 2 mobile phone case. It was launched in seven markets in SouthEast Asia, and was made responsive for both desktop and mobile devices. At the end of the campaign, winning designs were made into ZenFone 2 cases, and sold as limited edition pieces.

Client 

ASUS

 

Role 

Senior Art Director

 

Agency

Razorfish Hong Kong

 

Year

2015