This document provides a creative brief for an ASUS advertising campaign. It summarizes market research showing that while awareness of the ASUS Zenfone 5 is high in Indonesia, purchase intention is weakening due to distribution obstacles. It then outlines the problem to be solved by increasing purchase intention to 75% by the fourth quarter of 2019. The target audience and creative strategy are defined, with insights that smartphone photography can boost confidence when it is simple to use. The big idea is that photography is simple, not difficult, with AI ensuring customer satisfaction. Prototype ambient outdoor, TV, and print ads are provided with notes for the creative team.

1. Creative | Brief
EDITION
prepared by
Christofer Felix

2. ASUS | Team
from Account Department
Christofer Felix
Indira
Mulyana
Ivana
Kurniawan
Karin
Triana

3. KeyFact
I

4. Most of Indonesian people
know about Zenfone 5.
It indicates a high-level of Awareness.
But...
Cust. Purchase Intention
is weakening because of
some distribution obstacles.

5. Brand Market Share Rank
Samsung 31,8% 1
Oppo 22,9% 2
Advan 7,7% 3
ASUS 6,5% 4
Vivo 6,0% 5
others 25,1%
source: International Data Corporation
Market Share ASUS Zenfone 2017

6. Problem That Adv
Must Solve
II

7. • The distribution of Zenfone 5 is not yet massively
across Indonesia, but the promotion was executed
aggressively.
• Some people posted comments that Zenfone 5
is ‘HP Ghoib’ on ASUS social media channels.
It could affect customers’ perception.
• ASUS brand-influencers don’t have much power
to handle this issue.

8. Advertising
Objective
III

9. “Increasing Purchase Intention
to 75% until Q4 of 2019”

10. Target
Audience
IV

11. Target Audience
Age : 20 - 40 y.o.
Gender : M & F
Psych : urban society, tech-savvy, photography enthusiast
Geo : all of Indonesia capital cities
SES Level : A & B

12. Creative
Strategy
V

13. Insights
▼
Big Idea
▼
Campaign Idea

14. The desired smartphone camera
might be able to produce an elegant
photo with just a simple step and
boost its user’s self-confidence
Insights

15. Photography is simple.
It’s not difficult to take
some professional photos.
Big Idea

16. Campaign Idea
AI
Will Always Aim For Your Satisfaction

17. Ambient OOH Prototype

18. ►► ►►
►► ►►
TVC Storyline

19. Print/OL Prototype

20. Notes for Creative Dept.
• Kindly follow our prototypes.
• Don’t forget to inform the fixed price and availability
at the ending of TVC or the bottom of print ad.
• Delivering styles: fabulous, young-spirited, emotional.
• Visual styles: classy & elegant.
*inline with existing ASUS brand image.

21. Thank
You
Account Planning & Management, 2018