ASUS
ASUS ZENFONE Ft. BEAMS
Where Technology Meets Lifestyle Marketing
ASUS has long been recognized in the smartphone market for its high performance and rational, technology-driven image, attracting a predominantly male user base. To strengthen its presence among female consumers, the brand needed to adopt a style- and culture-driven strategy that could resonate with this audience on a deeper level.
Centering on the concept of “Lifestyle × Functional Technology”, we introduced a minimalist and natural visual language inspired by fashion styling, combined with BEAMS’ distinctive lifestyle aesthetics. This approach repositioned the Zenfone 9 as a stylish everyday tech accessory for women—rather than just a utilitarian device. Through scenario-based shooting and thoughtfully designed social rhythms, we emphasized the brand’s key memory points: “imaginable” and “shareable.”
From brand strategy to content creation and visual design, lifestyle elements were seamlessly integrated to give the product narrative a softer tone and richer cultural depth. The campaign spanned film production, social media visuals, content planning, and KOL engagement, fully reshaping how Zenfone 9 is perceived within the female demographic.
This collaboration not only enhanced ASUS’ communication with female audiences but also achieved strong shareability and positive engagement across social platforms, elevating Zenfone 9’s visibility and appeal in the lifestyle space. At the same time, it established a strong stylistic resonance between ASUS and BEAMS, positioning the campaign as a benchmark for cross-industry collaboration between technology and fashion. Ultimately, it expanded the brand’s cultural inclusivity and unlocked new market potential across diverse audiences.
