Campaigning the launching of several innovative products need to be done in innovative way. The invasion of technology theme was delivered by using the latest Augmented Reality technology. This first time ever usage of Augmented Reality in brand mass communications in Indonesia, combined with initiatives through social media (twitter & facebook), ground activation, outdoor visibility and conventional media were successfully become talk of the town and support the sales growth during this campaign period.
Campaign Background and Marketing Objectives
Acer computer is market leader in notebook and netbook computer market in Indonesia. While strong distribution channel is one of Acer’s key strong point, the brand need to strengthen its perceived quality and innovative perception, facing the quite aggressive competitors.
In Q4 2009, Acer planned to launch several new products. To optimize the impact of the communications, the brand decided to create a consolidated product launchings under a single umbrella campaign.
A single theme was developed as an umbrella campaign. “The Invasion of Technology” was selected to reflect how the new products of Acer equipped with latest and innovative technology would invade the urbanites in Jakarta.
The agency believed that the best way to deliver “Invasion of Technology” message was by leveraging the latest technology and do it in an innovative way. The Augmented Reality (AR) technology then was used as the main tools of the campaign and combined with 360 degrees integrated communications support (This was the first time ever of using AR technology in brand mass communications in Indonesia). The Invasion theme was also coined as an invasion from outer space, leveraging the Alien/UFO’s association with more advanced technology.
Augmented Reality definition from wikipedia:
Augmented reality (AR) is a term for a live direct or indirect view of a physical real-world environment whose elements are augmented by virtual computer-generated imagery. It is related to a more general concept called mediated reality in which a view of reality is modified (possibly even diminished rather than augmented) by a computer.
The campaign was done by several phases: teaser and launches phases.
The teaser phase was started with some activities in social media. Two prominent celebritweet (celebrity in twitter world) was commissioned to spread discussion regarding the alien / UFO. Either triggered by this initiative or a pure coincident, the social media then was flooded with UFO sighting reports. Even some newspapers and national TV stations dedicated some of their content discussing the UFO phenomenon.
In the height of UFO discussions, the teaser unbranded print ad was launched in the biggest newspaper in the nation. The content of the print ad was an “alien-like” symbol (actually was a Augmented Reality marker) and an instruction for the reader to visit the campaign's website, and show that symbol to the webcam. When people visit the site and show the symbol, a holographic artwork will appear attached to the marker, introducing the new product launch of Acer. This marker was also appears as cover in several tabloids and magazines.
Each product launch had different holographic artwork and sub-theme. The timing of the appearance of these holographic AR was synchronized with the launching of the new product.
- SLIM Invader : Launching of aspire one slim AO531h netbook
- IT’S TOUCH Invasion: Launching of aspire 5738 touch screen notebook
- Beyond Perfection: Launching of Ferrari one, thematic notebook
- Invasion of the winner - Launching of aspire 1810tz-412G32n Winter Olympic thematic notebook
- Invasion of 3D Technology - Launching of aspire 5738DG-874G50M 3D notebook
During the first launch of this campaign, an UFO-like giant balloon was used in several malls in Jakarta. This initiative successfully rode on the buzz of UFO in the social media.
This campaign later was supported by special promotion during launching period of each product launch. And the “Invasion of Technology” theme was also used in promotional print ad.
To support the hype of this campaign in the computer outlet, several exhibitions were done in prominent computer marketplaces/ malls. The outlets were also being encouraged to participate by creating store / product showcase dress-up competition. The thematic supporting materials for this competition were provided by the brand.
To amplify the hype in social media, the facebook competition was initiated with acer netbook as the prize. The Internet users were invited to try the AR and capture their photo with the holographic artworks. The most creative and unique photos then were selected as the winners.
This campaign was successfully become talk of the town. The first ever usage of Augmented Reality in mass communications, supported by initiatives in social media and conventional media, successfully impressed the IT and technology enthusiast in the country. Even some prominent IT enthusiasts and Internet experts voluntarily participate in the photo competition through facebook. The campaign was also highly discussed in kaskus.us, the largest community portal in Indonesia. And several marketing community later took this campaign as one of their study cases in their seminar.
This digital campaign has successfully won several acknowledgement:
- Merit Star at Adstars 2010 - Busan International Advertising Festival.
- Finalist at Pinasthika Awards 2010.
- Gold in Internet/ Mobile Activation category in The Most Impactful Brand Activation 2010 - Mix Marketing Xtra Magazine.
- Silver in Low Budget High Impact Activation in The Most Impactful Brand Activation 2010 - Mix Marketing Xtra Magazine.