Acer Pool Party
In-store purchases increase 50%, a record-setting 550 people attend a pool party and brand awareness reaches 3 million in five-week campaign.
Background
Acer Inc. is a multinational hardware and electronics corporation with an annual turnover of over $10 billion.
Acer Tasked Ultimate Edge With
- Increasing brand awareness and in-store purchases of Acer products in the lead up to the key retail season in 2014.
- Making the most of a limited budget and finding ways to achieve maximum reach and impact without overspending on media.
The Challenge
Our research found that relying on in-store salespeople to promote Acer products is very challenging. To combat this, we came up with a “money can’t buy” incentive for consumers to encourage buying Acer over competitor brands.
“
What impresses me most about Ultimate Edge is their focus on delivering innovative solutions and driving results forward for Acer. Their quick thinking, attention to detail and ability to bring all parties together is impressive. As a result, they have provided the best marketing programs and value for money in the time we have been working with them.
Kathryn Nguyen
Head of Marketing Acer AU & NZ
Our Solution
In an Australian first, we partnered with the Australian Radio Network to create the iHeart Radio Ultimate Pool Party powered by Acer. Consumers were incentivised at the point of purchase to buy Acer to win tickets to the exclusive pool party featuring celebrities.
The main media strategy involved getting interstate listeners to travel to Sydney as a VIP Acer Guest, backed by an online competition with a dedicated microsite. Acer received digital coverage across the KIIS website and all their social sites throughout the campaign. Alongside this, a custom radio station was created specifically for Acer called Poolside Beats.
More than 550 people attended the event, and an estimated 3 million people were reached during this five-week campaign, pushing brand awareness and sales forward for Acer.
