Fighting back against dirt with ASUS Antibacterial Guard technology.


The challenge Demonstrate the importance of good laptop hygiene and show how ASUS Antibacterial Guard technology can safeguard health

Since the COVID-19 outbreak, search terms on Google around “how to clean laptop” have increased by 50%. With the average laptop and PC user spending 3 hours 15mins each day in front of their machine, hygiene has become critically important – the number of bacteria on some notebook keyboards is 20,000 times more than on a toilet seat. We needed to place ASUS at the forefront of antibacterial technology, and showcase its laptop technology.

To build awareness and emphasise ASUS’ Antibacterial Guard technology, we took advantage of the launch of its latest laptop, the Vivobook S 14 Flip, which featured the technology.

Our media engagement programme focused on the features and benefits of the Antibacterial Guard technology, as well as the quality, affordability and reliability of the new ASUS laptop. We reached out to different media segments with bespoke messaging. 

For lifestyle and parenting media, we jumped on the back to school trend and showed how the ASUS laptop can help stop school germs and “fight back against dirty”. Technology media was all about showcasing the laptop’s features and how the new technology helps maintain cleanliness and hygiene. 

The results

We reached over 60 million consumers, making them aware of the laptop hygiene facts, the growing requirement of Antibacterial Guard technology and how ASUS  is at the forefront of this innovation.

Coverage included Yahoo! Style, T3, Laptop magazine, and more.