ASUS and GREY Hong Kong Launch Zenfone 9 Global Campaign: “Compact Size, Big Possibilities”

ASUSTeK Computer Inc. and GREY Hong Kong have joined forces to introduce the Zenfone 9, the latest model in the world-renowned Zenfone series.  

Leveraging on its small size, the Zenfone 9 is introduced with the idea: "Compact size, big possibilities".

The Zenfone series has always been popular among "techies" and "gamers". However, the tech giant wanted to extend its appeal and widen its consumer base attracting new consumers who look for phones that match their lifestyle instead of purchasing only performance-orientated ones. 

GREY Hong Kong developed the concept of "Grab Life with One Hand" with the film and teaser trailers, shot by global production powerhouse Sweetshop's Matthys Boshoff. It shows Zenfone 9 through different scenarios where you would usually require two hands. The use of bright colour palettes and everyday life occasions reinforce the lifestyle element of the Zenfone 9 while keeping its technological prowess through CPU breakdowns and gimbal stabiliser animations. 

The film's opening scene displays the convenience of the Zenfone 9 as the protagonist is effortlessly holding onto both a moving train's handles and his phone. In contrast, we see others in the background not having as much luck.

Shot in Cape Town, South Africa, the film features the phone's water-resistant ability, night mode camera, and impressive high-definition camera capabilities through cloud monitoring. Matthys suggested filming in Cape Town to give the setting a global feel and reach as many worldwide audiences as possible. These features are highlighted through an upbeat soundtrack, dynamic scenes that exemplify a sense of adventure, and fast-paced camera work. 

"We are delighted to have collaborated with Grey Hong Kong and The Sweetshop to produce this incredible video, which fully conveys the Zenfone 9's usability and features in real scenarios." Shawn Chang, ASUS Phone BU marketing and sales director. "It was tough for us to organise a video shoot in this pandemic, but with the director's professional suggestions and Grey's skill and experience, we made it happen perfectly," commented Shawn Chang.

"The Zenfone 9 is an exciting evolution in the ASUS Zenfone lineup. We wanted to highlight the ease of using it with one hand through various real-life situations. Once we had that idea, the production, casting and locations simply brought it to life.

We look forward to working with ASUS again in the future," said Rick Kwan, Grey HK creative partner.