ASUS Business and Byron McKenzie partner up to explore possibilities of growth with new brand films

ASUS Business has partnered with advertising and digital media agency Byron McKenzie to launch two brand films to take viewers on a journey across different business industries, showcasing the possibilities of growth when companies upgrade with ASUS.

Based in Hong Kong, Byron McKenzie is an advertising and digital media agency that specialises in paid media, creative services, digital services and SEA marketing. It is working with brands such as Microsoft, Intel, California Insurance and ASUS. 

Also known as “Upgrade to Incredible”, the campaign comprises of two videos which are directed by Paul Moore from Vantage Pictures. The first video “Upgrade to Incredible”, which was shot in Vietnam, features different workers from different business industries such as teachers, students, astronauts, farmers and doctors, who can work smoothly and efficiently after they upgraded with ASUS. 

Continuing the theme of “Upgrade to Incredible”, a second spot namely “Upgrading Education to Incredible” was produced targeting the education industry. The film features a group of educators, children and teenagers who can used the upgraded ASUS education laptops, classroom PCs smoothly.  According to the release, the production team brought in around 200 people of various talents from India, North America, Asia and South America to communicate that business upgrading with ASUS will bring about improved global connectivity for businesses. 

VFX was handled by Bangkok-based VFX house Bassugga Studio, who worked closely with the team to create a particularly complex CGI time-lapse shot of a skyscraper being constructed. In terms of mediums of promotion, the videos will be launched through various digital channels, including online video and social media.

Don't miss: ASUS partners with GREY Hong Kong to launch global campaign

Kiefer McKenzie, executive creative director of Byron McKenzie, said: “Rather than just seeing upgrading as a chore to improve hardware, the campaign aims to get key decision makers to see it as an opportunity to improve everything. It’s a way for ASUS Business to begin a conversation with their potential customers and to get them to redefine what ‘upgrading’ can mean to their business.”

“Sharing our brand vision is ever more critical as modern technology plays a profound role for companies to not only achieve growth but enable them to break through. With BM and Vantage’s partnership, we were able to deliver that vision through compelling, meaningful, and human stories,” said Tommy Tai, ASUS commercial PC global campaign director.

“I love the epic scale of the films and the aspirational tone it brings. It’s a good day whenever we can tell a story for a technology brand that isn’t just about tech specs,” said Paul Moore, director of the films.

MARKETING-INTERACTIVE has reached out to ASUS for more information

Related articles:

ASUS collaborates with artisanal fashion brand Zarah Juan to promote Filipino craftsmanship
ASUS partners with GREY Hong Kong to launch global campaign
Zoomcar launches heartwarming brand films as part of large-scale brand campaign
Carro reverses hard in regional brand film to show used cars' history