Acer Launches ‘A Touch More' Campaign to Highlight Progressive Design Features Across Growing Touch Product Range

Brand embarked on first fully-integrated campaign in EMEA

Dubai, United Arab Emirates, December 02, 2013: Acer launched its first-fully integrated marketing campaign to highlight its product range and innovation to audiences across Europe, the Middle East and Africa. ‘A Touch More,' a new campaign designed to re-energize Acer's premium brand positioning through above and below-the-line activities, incl. public relations, social media marketing, in-store and out-of-home advertising.

Targeting ‘modern explorers' and style-conscious consumers, the campaign will focus on highlighting innovation in touchscreen technology and form factors and associate the brand with the sense of touch in how people use devices. It will focus particularly on Acer's Aspire and Iconia flagship products across the range of touch enabled ultrabooks, convertibles, and tablets.

The intention is to emphasize the exceptional eye-catching and easy-to-use design of Acer's ‘touch and type devices, making them more relevant and human to the everyday lives of consumers and to drive curiosity about different product types.

“'A Touch More' is a major, fully integrated and comprehensive multichannel campaign to show consumers how Acer is redefining the way in which they can use touch across the technology devices they love and use every day,” said Hajo Blingen, Vice-President Marketing, Acer Europe, Middle East and Africa. “It is based on our core brand values of being curious, progressive and human in what we offer, and aims to encourage people to use their devices in ways that are a touch smarter, simpler, classier, cooler – to get more out of the way they use the technology.”

With highly visible and emotional demand generating above-the-line activities the campaign will be supported with sales driving trade marketing initiatives, promotions and social media activations to gain maximum brand awareness and product understanding in the rapidly growing touchscreen devices market. It is timed to go live now in the lead up to the holiday season and extend its effect to and beyond the New Year shopping period.

The ‘A Touch More' campaign has been developed in collaboration with Havas Worldwide (Creative, Düsseldorf/Amsterdam) and ZenithOptimedia (Media/London).

To find out more about the campaign see here: http://youtu.be/BtgVUZD6mcM