Computer manufacturer ASUS has launched its Transformer Book Chi laptop range with an Australian-first Adshel Station Domination execution.
The execution sees Martin Place station in Sydney illuminated using bespoke decal back-lighting, light accents and sequencing aimed to take affluent Martin Place commuters on a guided tour of the new range.
Designed to draw attention to specific product features, including screen quality, detachable keyboard and PC-to-tablet functionality, each bank of LED lights along the pedestrian tunnel is a uniquely shaped element behind the decal, offering a trigger to drive consumer engagement.
ASUS marketing manager Sally Vernon said, “Adshel’s team provided us with a flexible, high-impact and creative solution that immerses consumers with our brand. Their ‘Station Domination’ environment was the perfect platform for our Transformer Book Chi campaign, allowing us to reach a highly influential audience in new and innovative ways.”
ASUS has also utilised Adshel’s street furniture network in Sydney and Melbourne to launch the new laptop range, along with ‘Adshel Live’ digital screens across Martin Place, Town Hall and Wynyard stations in Sydney. The campaign is live until 19 April.
Research shows 62 per cent of commuters think digital screens stand out in the rail environment, with Adshel chief revenue officer David Roddick adding: “Campaigns like the ASUS campaign that push boundaries in train stations take an already engaging environment and make it truly memorable. Our team lead the market in creativity and deploying their expertise on our Station Domination formats is getting great results for advertisers.”