Upgrade to Incredible

When one of the world’s biggest computer brands asked us how to make routine tech upgrades interesting for their B2B audience, our creative team turned the problem on its head. We developed “Upgrade to Incredible,” an inspiring global campaign consisting of multiple unique brand films that spoke directly to different industries, transforming a tedious chore into an opportunity for greatness.

The Challenge

In an effort to bolster their B2B business, ASUS wanted to create a global campaign that targeted tech decision-makers from across different industries. The reality is that all businesses and institutions need to upgrade their technology every few years. Our challenge was to reframe this routine process from a tedious chore into an inspiring opportunity—a chance to upgrade not just their equipment, but their entire mindset.

The Creative Strategy

Our solution was to develop a single, powerful campaign platform: Upgrade to Incredible. This core idea shows how with the right technology and the right mindset, businesses can achieve anything. The creative strategy was to move the focus from the technical specifications of the products to the human and business potential they unlock, making the concept of an upgrade feel aspirational rather than purely functional.

The Execution

To bring the “Upgrade to Incredible” idea to life, our creative team created two long-form brand films (one for business & one for education), as well as eight short-form video ads that specifically targeted different industry sectors. This multi-asset approach allowed the advertising campaign to run across various digital media channels, with custom ad creatives tailored to each specific audience segment.