Client ASUS JAPAN Co., Ltd.
Project ROG Zephyrus G14 Launch Campaign
Period 2020.5
Outline Planning and execution of the launch campaign for ASUS’s new gaming notebook PC “ROG Zephyrus G14”

Solution
The pioneering ROG Zephyrus G14 is the world’s most powerful pro-gaming laptop, featuring a first-of-its-kind AniMe Matrix™ display which offers truly unique personalisation.
In order to expand from the core gaming market, the Japanese launch needed to appeal not only existing gamers but those outside this niche market.

The history of gaming in Japan is embedded as part its culture. By focusing on fashion, creativity and youth culture outside the gaming world our approach was to develop a campaign that had universal appeal. Working together with popular collage artist Kosuke Kawamura, famous for his collaboration work with Akira creator Katsuhiro Otomo and projects with Adidas, UNIQLO and Tokyo Fashion Week. We developed key visuals used throughout the campaign, created by Kawamura in his unique style which covered SNS, advertising, website design, products and videos. THE ROG brand movie received over 500,000 views within its first week.