Asus ROG STRIX: BRAND ACTIVATION

Placing ASUS ROG Strix inside 30+ world-renowned video games, all on a shoe-string budget.

THE BRIEF
Launch the ASUS ROG Strix gaming laptop to gamers at a shoe-string budget

THE INSIGHT
In gaming the best way to reach players is to become part of the worlds they already play in.

THE OPPORTUNITY
Video game worlds have become so much more interactive and immersive.

THE IDEA
"IN GAME TAGS". We decided to spend our entire marketing budget to reward gamers who could find unconventional ways to tag the new ASUS ROG STRIX inside their favourite video game.

MY ROLE
· Copy · Strategy · Creative Direction · Campaign Dev

AGENCY: DENTSU WEBCHUTNEY

THE RESULT: GAMERS UNDERSTOOD THE ASSIGNMENT.

We managed to advertise ROG STRIX, inside not one, or two,
but over 30 of the world's most popular video games at a shoe-string budget.

Gamers spent hours painting, drifting, spraying, tattooing ROG STRIX into the environment of their favourite games.

A player of "Clash of Clans" used the game’s walls to spell out “ROG STRIX” across the village.
Each wall segment acted like a pixel and the open space was used as a canvas rather than for a conventional defensive layout.

Gamers unleashed their creativity turning their favourite games into ads for ROG STRIX.

SS from "EA Sports UFC 3". A player named a custom Welterweight striker after "ROG STRIX". Featuring a mohawk and a "ROG STRIX" tattoo across his back.

In game photo from "Assasin's Creed Valhalla".
Defeated enemy bodies arranged to spell out "ROG",
seen from Synin's (the raven) aerial perspective.

Tattoos, graffitis, bullet marks, cobblestone blocks, even enemy bodies was not spared
to tag ROG STRIX inside the world's most sought-after advertising real estate.

SS from "Fortnite". A player spelled out the word "STRIX",
on the side of the mountain using bullet holes.

SS from Minecraft. A player used cobblestone blocks to spell "STRIX" on the front wall
of a wooden oak house, with a custom ROG Strix compass in hand.

SS from "Counter-Strike: Global Offensive".
"STRIX" was created by bullet impact on the stucco wall using a Glock-18.

SS from Counter-Strike 1.6.
"ROG STRIX" graffiti, spray painted on an in-game wall.

We saw custom football players, sports jerseys, car decals and number plates with ROG STRIX tagged on them.

A football player named ROG STRIX inside FIFA 2021

Custom jerseys inside FIFA 19

SS from "Real Racing 3" ft. a Dodge Challenger SRT8 with custom ROG STRIX decal.

SS from "Need For Speed: No Limits". Someone drifted their car for hours on asphalt to spell "STRIX".

SS from "Need For Speed: Heat Studio". A player customised a car with ROG STRIX decal, before importing it into the main "NFS Heat" game.

SS from "NFS 2015". A player tagged STRIX on their custom
"Rockport 2006" license plate of their 2015 Ford Mustang GT.

By inspiring players to construct ROG STRIX inside their favourite games,
we turned a multi-million-dollar product placement into an organic crowdsourced fan challenge.

SS from "Call of Duty". A character equipped with a custom ROG STRIX player name tag.

SS from "TerraGenesis". A terraforming colony in the space named "ROG STRIX".

SS from "Toram Online". A party battes a boss monster with a custom character named "ROG STRIX".

SS from "Warframe". Taken inside the player's spaceship,
showing the in-game playlist renamed to "ROG STRIX".

Participating gamers were promised the brand new ASUS ROG STRIX laptop,
way before the global gaming community.

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