ADK Taiwan + ACER unveil an online campaign allowing viewers to switch to four storylines
ACER and ADK Taiwan have come up with an interactive tetralogy-story film for the ACER Swift series laptop.
Titled “Dare to Be Free”, the film tells the story of four office workers thoughts in the meeting room. Each character narrates their thoughts parallel at the same timeline and finally realize to get rid of their unnecessary burdens. The original film switches to a parallel storyline when you press 1, 3, 5 and 7 on the keyboard.
ACER Swift lineup owns 4 different models, consisting of Swift 1, Swift 3, Swift 5 and Swift 7. With different functions and prices, these 4 models are designed for different target groups, freshmen, office newbie, middle management and top management.
For its renewed launch, ACER put emphasis on the product’s quality, “Light & Slim”, the most important benefit of it, however, it presents the challenges as how to clearly convey such quality to these four target groups?
ADK found out that these 4 groups have one thing in common, that is, they are all doing what others expect them to do. Too much anticipation and heavy burdens will drag them down and that makes their lives so hard.
Therefore, ADK bravely bounced an idea off ACER. “Why not change the product feature, “Light & Slim” into the customer perceived value?” Make it valuable in consumers’ minds and let consumers can get rid of the unnecessary burden by using the ACER Swift laptop, enjoying the experience of “the slimmer, the freer”.
Through this strategy, ADK not only clearly conveyed the product feature, but also made consumers feel that ACER Swift series really understand themselves.
In order to specifically describe the target groups, the creative team pay attention to details in their daily office lives:
“Strawberry” for SWIFT 1, freshmen just starting their careers. Since these kind of people usually can’t handle stress well and are afraid to express themselves. They are so vulnerable that they can be easily squashed, just like strawberries.
“Princess” for SWIFT 3, office newbies who are often evaluated by their appearance. As long as she is good-looking, she will be easily considered as a princess, only having pretty face but no ability.
“Hill Myna” for SWIFT 5, a middle management got caught up in between. He needs to execute what boss says and also has to face questioning from his subordinates. As time goes by, he forgets his original intention, being a big shot, little by little. Now he is just a “Hill Myna” only repeating boss’s words and has no idea in his mind.
Last, “Superman” for SWIFT 7, a top management always taking on too much jobs and responsibilities. He gradually became a superman who shoulders everything, but forgetting to let someone else share share his heavy burdens.
Then the creative team realized that office is actually a place where people are all suspicious of others’ intentions. So, they figured out an idea, that allowed every viewer to know what these characters are thinking, by using switching perspectives. Therefore, the audience can choose one single film or can switch a perspective to watch all films to understand every character’s story. The creative team wanted to convey that Acer Swift understands everyone’s burden and story in different work situations, helping everyone get rid of unnecessary constraint and dare to be free.
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