《Acer Has Home Appliances now. Meet Acerpure》

Acer is undergoing a corporate transformation, expanding from its roots in the computer industry into the home appliance market. Its first flagship product in this new category is an air purifier.

However, public perception of Acer still largely remains as “a computer brand,” with only 30.2% of people aware that Acer has launched home appliances. Naturally, even fewer are familiar with the brand name Acerpure.

So the question is — how can we help Acer’s home appliance brand, Acerpure, gain greater awareness and recognition?

When we asked people around us, “Did you know Acer has an air purifier?”, the most common response was, “Isn’t Acer a computer brand? What is it — a laptop that purifies air?”

We turned this lack of awareness—and even misunderstanding—into a creative hook. The result was a bold, imaginative video that broke expectations and successfully shifted consumer perception. People no longer saw Acer only as a computer brand; they began to recognize its sub-brand, Acerpure.

On the media side, we leveraged the strengths of Meta and Instagram platforms, using vertical brand videos to precisely reach potential audiences. Interactive filters were also introduced to deepen the emotional connection with the Acerpure brand.