Taurus successfully expands ASUS PR exposure from Tech to Lifestyle media
ASUS returns to Taurus for a PR re-focus
Global tech consumer brand ASUS returned to Taurus for a directional change in the positioning of their Open Platform products including the ASUS VivoMini; Designo Curve Monitor and AiMesh in the media.
In early 2018, ASUS was set to release three new products from their Open Platform division into the Australian market – the AiMesh; an innovative new router that connects multiple routers to create a flexible WiFi network, the VivoMini, a flexible dual storage mini PC and the Designo Curve MX32VQ; a 32-inch curved monitor focusing on a premium display panel for all users.
Taurus was tasked with bringing products normally seen in tech publications into lifestyle publications.
Breaking new ground with a new target audience
ASUS was already an established brand in the Australian market as a result of our PR efforts over the years, particularly in tech media.
The challenge was to break new ground in their media exposure by placing ASUS Open Platform products into mainline and lifestyle media, a segment that had yet to garner traction.
A move to exposure in lifestyle media would mean ASUS could reach an audience who were tech savvy and would appreciate the high quality of ASUS products including its award-winning design features, pioneering sound quality and its multi-purpose range of products perfect for those building smart homes and offices.
Conservative budget meets hard-hitting results
ASUS kickstarted the project with a Taurus team determined to show what success could look like.
“I am a fan of ASUS as well as its VivoMini micro-PCs. Over many years I have owned many ASUS laptops and not once have I been let down… rating overall: 4.9/5.”
– Peter Blasina, Gadget Guy
With the allocated budget and timeline, Taurus cut through the competitive consumer technology market and designed a sure-fire and on-target strategy with a highly tailored and personalised product push.
Re-inventing the media release
To start with, the Taurus team reinvented the ASUS product releases – subtracting the tech speak and working on the language and media angle to cater to the consumer and lifestyle media.
Independent positive reviews were published positioning ASUS as a quality manufacturer of technology.
Taurus was delighted to deliver success again for this returning client.
“The ASUS MX32VQ comes equipped with innovative design elements, quality audio technology and superb graphics, immersion and screen space redefining your viewing experience.”
– PCWorld NZ
Taurus successfully expands ASUS media exposure to Lifestyle
Taurus used their vast media reach and deep journalist relationships to gain a broad range of coverage for ASUS, achieving campaign goals across lifestyle and consumer tech media.
Overall, coverage secured reached 11 million audience impressions across three products.
Taurus achieved the following coverage
- Sydney Morning Herald Online
- Sydney Morning Herald Print
- The Age Online
- The Age Print
- PCWorld
- Good Gear Guide
- ChannelNews
- Smart House
- Gadget Guy
- Tech Blogger influencer reviews
What Taurus did for ASUS
- PR strategy
- Media relations
- Product reviews
- Influencer engagement
- Local advice on the Australian market
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