In preparation for global expansion, software giant, Microsoft, retained The Britto Agency to assist with the U.S. brand positioning of an elite line of designer laptops created by ASUS, a leading computer manufacturer and distributor in Europe and Asia.
ASUS was seeking a partner to tailor brand language that would reflect and illustrate the simplistic beauty of its newest laptop series. The mission was to create a direct confluence with the coveted fashion world and position the Asus laptop as the must-have fashion accessory, targeting luminaries within the industry's community. TBA was charged with launching the ASUS footprint in the U.S and communicating the inherent equity of the brand on the basis of previous global success and heritage.
The Britto Agency secured vital product placement, and relationships, as well as, engineered targeted event design allowing ASUS to effectively expand its business portfolio.
TBA then launched an aggressive media campaign to amplify awareness of ASUS' product offerings focusing on the elusive gatekeepers of fashion and their surrounding orbit of trusted media and key ambassadors.
During the campaign, the ASUS fashion laptop launch performed at 30% above all other new ASUS product launches within that same year.
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