Acer's new Campaign "we ask not why, but why not"
Acer India has been making their presence felt in the country’s technology sector for more than a decade. Renowned as trailblazers in many technology frontiers, Acer’s technological superiority doesn’t come with a hefty price tag or dependence on after-sales services. This year, Acer will talk about these USPs in an engaging and break-through manner.
For the last few years, a famous Bollywood celebrity has been associated with the brand.
In Phase I, audiences got a taste of the ‘Being Unreasonable’ campaign with a product promo pre-campaign teaser TVC that broke first during the festive season in October. This was followed by the main TVC campaign starring Hrithik that has been on air for the last couple of weeks.
Phase II shall see the 360 degree campaign blitzkrieg across print, radio, digital, outdoor and to even cinema. This will be well-supported by PoS collateral and BTL activities to boost visibility.
The objective of the new brand campaign was to 'Be Unreasonable' and can be seen as the evolution of the previous brand messages of ‘Acer makes it Easy’ and ‘Beyond the Obvious’. The new campaign lays claim to technology superiority and aggressive R&D that delivers products that are completely ‘Unreasonable’. That’s the only ‘way we know to create products that delight you’ proclaims the TVC.
Contract India which worked on this campaign worked on some briefs. One being to create a cut-through communication and showcase the spirit of the R&D teams that work behind the scenes to create products that deliver consistently and constantly. It also embodies and communicates the essence of the products themselves that creatively address user needs in innumerable ways and finally to resonate with the brand essence of going beyond the expected, always delivering surprises and forever exploring beyond limits.
While the approach to 'Being Unreasonable' was to tell a story of the indomitable stubborn Acer scientists who refuse to concede even when confronted with perfection, using that human embodiment of perfection, Hrithik.
The film opens onto the scene of large busy technology lab where a group of white-coat clad scientists are examining Hrithik dressed in a black tracksuit. The scientists stand around him asking many questions which are probably more suited for technology products – ‘Can you swivel 180 degrees?’, ‘Can you run non-stop for 7 hours?’ and so on. Hrithik tries to match up to their tough expectations until one of them comes at him with a hammer – ‘Are you tough? Unbreakable?’, making him extremely nervous.
Acer’s various products are showcased at this juncture, each with a feature that is truly remarkable, and a big differentiator in its class. The Voiceover states candidly – “What do we do with something perfect? We try to make it better. Unreasonable? That’s the only way we know to create products that delight you.”
But Hrithik has the last laugh – “Can you teleport?” one of the cheeky scientists asks him. And poof! He is gone. We see him on the edge of the set facing us – with a secret smile. Sometimes, when it is perfect, it really can’t be bettered!