ACER SWIFT lineup laptop, owns four models 1, 3, 5, and 7 which is corresponding to the TA from four different positions in the workplace. Inspired by the experience of TA’s workplace, we created a film consisting of five parallel storylines, viewers can see hidden burdens from four different workforce inner by pressing 1,3,5,7 on the keyboard.

Brand concept not only presented by its storytelling, with switching peeking way, people generated the desire to keep switching the perspective and watch more, started to introspect their attitude in the workplace, increased the recognition of brand concept - break away from unnecessary.

SITUATION

The notebook market in Taiwan has been approaching maturity, and apparently there’s not much difference among all the product of each brand. Therefore, the consumer always purchases the product depend on the comparison of price and model. And that caused the sales of ACER SWIFT lineup can not be substantially increased.

BRIEF

ACER unveiled the world’s most slimmest SWIFT lineup laptop for the office workers.

They want to emphasize product’s slim and light features as well as increased consumers brand preference.

OBJECTIVES

ACER want to raise consumer awareness to Swift lineup’s slim and light features through this campaign, and built TA's recognition of the brand value to increase brand preference and sales volume.

We transform consumer’s perception- turning complexity into lighter functions and to break away from the unnecessary burden.

IDEA: Break away from unnecessary.

We turned four product models into four common characteristics we found in Taiwanese workplace that are relatable to TA.

SWIFT 1, “Strawberry”, the rookie who are deemed to be weak at handling stress, just like strawberries.

SWIFT 3, “Princess”, the senior office lady who’s talent are often neglected other than her beauty.

SWIFT 5, “Mockingbird”, the mid-level manager, who repeats every word of their boss.

SWIFT 7, “Superman”, the executive director, who are convinced they are the only one carrying responsibilities.

Then created an interactive tetralogy–story film, at the same timeline, each character parallel narrated their subjective perspective, and realized they need to free themselves from those unnecessary burdens.

The original film switches to a parallel storyline when viewer press 1, 3, 5 and 7 on the keyboard.

SWIFT lineup notebook, owns four different models, consisting of Swift 1, 3, 5 and 7. Each product has its own TA from junior to senior office workers from 20-40 years old. Based on the research, although those TA stated in different position, they all have one thing in common - they’re usually nervous about expressing their opinions, being afraid what they say might influences promotion in the future. Eventually, expressing themselves became a heavy burden.

We considered our TA as the smartphone and internet addict office workers, in order to reach them efficiently, we choose digital platform to implement: a teaser released on consumer electronic product site, then launched a interactive film which can switch different angles on its official website. After experiencing the film, a related activity pop-up to extend the effects on.

- Trailer: in order to triggered our TA’s discussions on social media, we released a teaser featuring a topic, “The Workplace Survival Guide”, that is most resonating with office workers in Taiwan.

- Outdoor: a series of poster developed from the concept and placed in the center of the business area.

- The psychological quiz: in order to engage people to deepen involved into the subject, we created online psychological quiz, which will pop up after watching the film, making viewer entertained and discover the hidden burdens that they have never found in their mind.

- Interactive official film: an interactive film which allows viewers to experience the different heavy burdens from the four characters' point of view in a shared timeline by pressing 1, 3, 5 or 7 on the keyboard.

Timeline: from Aug 23 – Sep 15, about three weeks.

Scale: about 225,000 USD

With just three weeks, the campaign gained a awesome effectiveness.

- The trailer got over 550,000 views.

- The content film reached 903,098 views.

- Related posts exceeded over 10,000 posts.

- Total watch time and engagement achieved 6,321,686 minutes.

In addition, it made the online registration increased over 206% in the previous corresponding period, achieved sales target by 109%, beyond client’s original target.