ID is targeting students by taking the pop-up Zen Café to universities and shopping centres around the UK, allowing consumers to trial the Zenbook, X series and N56 laptops.
The Zen Café emphasises key product features such as lightness, design, colour and performance through the creative platform ‘find your zen’.
Visitors to the Zen Zone will have the chance to win a new Ultrabook laptop by uploading the most inventive picture to their Facebook or Twitter pages, tagging ASUS in the post.
Brand ambassadors from ID’s staffing arm will be on site to drive consumer interaction with ASUS’ social media platforms, and serving herbal teas to any consumers who ‘like’ the ASUS Facebook page, check into the Zen Zone or tweet the #zenzone hashtag.
iD will be taking the Zen Zone on the road to Birmingham, Manchester, Liverpool John Moore and Leeds universities, as well as Bromley Market Square, Birmingham Bullring, Trafford Centre, and Liverpool One Shopping Centre as part of a 20-day tour ending in November.
This is the second campaign ID’s activated for ASUS this year.
Paul Ephremsen, chief executive of ID, said: "We are confident this campaign will be as successful as ever as we bring to the life the ASUS Zen experience."
James Coad, marketing manager at ASUS, added: "We have achieved good success working with ID Experiential creating exciting consumer engagement campaigns which have resonated with our target audience. I am certain we will continue this trend with the Zen Café Zen Zone as we take the experience across the country."
Comment below and let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by