Ultimate Edge were tasked with creating an integrated campaign to:
- Increase awareness and in-store purchases of Acer products in the lead up to the key retail season in 2014
- Make the most of a limited budget and find ways to achieve maximum reach and impact without overspending on media.
Our research found that relying on in-store salespeople to promote Acer products is very challenging. Therefore, we came up with a “money can’t buy” incentive for consumers to ensure they buy Acer over competitor brands. In an Australian first, we partnered with the Australian Radio Network to create the iHeart Radio “Ultimate Pool Party” powered by Acer. Consumers were incentivised at point of purchase to buy Acer to win tickets to the exclusive pool party featuring celebrities. The main media strategy involved getting interstate listeners to travel to Sydney as a VIP Acer Guest and this was backed by an online competition with a dedicated microsite. Acer received digital coverage across all KIIS website and social sites throughout the campaign. Alongside this, a custom radio station was created specifically for Acer called “Poolside Beats.”
More than 550 people attended the event and an estimated 3 million people were reached during this five-week campaign.