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ASUS: GEN Z INTEGRATED CAMPAIGN & IMMERSIVE UX / WEBSITE DESIGN
Key Results
250+ quality competition entries including videos and podcasts
5,000+ direct clicks to the microsite via influencer social content
1,000,000+ social engagements
Credits
Hotwire
The brief
Tech giant ASUS aimed to forge a deep, authentic brand connection between its VivoBook laptop line and the highly discerning Gen Z demographic. Grounded in research showing that Gen Z prioritises self-expression and authenticity, the team launched the integrated “Enter Your Voice” campaign – a global initiative inviting young visionaries to share their stories for a chance to win a career-launching platform and a £10,000 grant.
The challenge
Gen Z is notoriously resistant to traditional corporate advertising and hyper-sensitive to manufactured brand messaging. The creative challenge was to design an aesthetic and digital home for the campaign that felt entirely organic, vibrant, and culturally relevant. It needed to mirror the colourful personality of the VivoBook product line while seamlessly integrating top-tier influencer talent and driving high-volume user-generated content.
The solution
Lucy led the UX/UI design and visual execution across a multi-channel PESO (Paid, Earned, Shared, Owned) framework:
VIBRANT MICROSITE DESIGN: Designed and built a bespoke campaign hub that captured a youthful, bold creative aesthetic. The interface was optimised for low-friction storytelling submissions, directly enticing over 250 high-quality visionary applications.
INFLUENCER & SOCIAL MEDIA INTEGRATION: Structured the visual ecosystem to prominently feature high-profile campaign ambassadors – including Capital FM's Roman Kemp and YouTube star ClickForTaz – ensuring a cohesive look across digital ads and social channels.
MULTI-CHANNEL VISUAL ASSETS: Developed a suite of high-energy digital advertising and social assets that drove traffic to the hero video and campaign hub, maximizing engagement and cross-platform amplification.
This case study highlights the ability to cut through saturated demographic markets with experience-led design. By turning a product campaign into an authentic cultural movement, Lucy's immersive digital design helped secure massive audience engagement, culminated in a powerful UNILAD broadcast partnership for the winner, and successfully repositioned the ASUS VivoBook as an essential tool for the next generation of creators.
