Asus, a leading tech giant with a host of consumer products like the Zenfone wanted to create engagement during Diwali, the festival of lights, and reinforce the brand philosophy 'In Search of Incredible'.
Breaking the clutter and creating an engaging experience that triggers the festive emotion among the masses.
The Indo-Pak surgical strike just before Diwali had led to people expressing patriotic sentiments online. This was an opportunity for us to connect with the sentiment and create something incredible for the masses. The callout was to Light Up the Line of Control with wishes for the Indian soldiers.
We launched Mission #LightUpLoC, a mobile-ready experience just before Diwali 2016, where visitors could dedicate wishes and messages for Indian soldiers on virtual 'flying lanterns', and launch them towards a virtual India-Pak Line of Control (LoC). The mission - covered every meter of the 724 KM virtual LoC with flying lanterns.
#LightUpLoC created a micro-movement on social media and news portals and the mission of launching 724,000 virtual flying lanterns was completed by fans before Diwali.