Known for its gaming computers, ASUS was looking to bolster their place in the mobile market with a new, unlocked phone—you can buy it and pick whichever carrier you want.

The Zenfone 5 offers a great feature set at a reasonable price, aimed at Millennials. With this in mind, we helped them launch with a purely social strategy. Led by video.

A 2-minute long-form, driven by hip-hop artist Tyrone Briggs’ track, “Alive,” and a VO from Dallas rapper Sam Lao, did the heavy lifting on YouTube. Edited versions, from :60 down to :10, led the way on other social platforms.