ABOUT

iD activated the world's first touring laptop orchestra for laptop manufacturer ASUS, as part of their ATL strategy, 'In Search of Incredible.'

The Campaign:
We created the world’s first touring laptop orchestra.

8 ASUS laptops acted as musicians in an orchestra which could be mixed by consumers to create unique arrangements,showcasing the incredible sound of the N55.
Housed on a clear sided truck the installation toured shopping malls and high footfall areas for 6 weeks across London and the South East
Break dancers drew attention to the activity bringing the brand personality to life, allowing brand ambassadors to educate consumers on the laptops, and encourage engagement with the orchestra

The Results:
The N55 laptop sold out in all of the targeted areas throughout the campaign
98% of consumers rated the experience as excellent or good with 79% saying they would be very likely to buy an ASUS laptop and 55% increase in positivity to the brand
Winner of Silver FMBX Award in 2012 for Most Effective Interruptive Experience