Acer appoints Draftfcb China for 2012 London Olympics push

Acer selected Draftfcb China for the one-year assignment following a review that is believed to have involved four other international agencies.

The brand will partner with the DraftFCB to develop and manage integrated communications campaigns which will appear in the run-up to the Games, as well as within the live Olympic Games programme.

Draftfcb’s new assignment covers all Acer PC product lines except mobile. A campaign to raise awareness of the lightweight Aspire S3 laptop is expected to start around mid-January and roll out in various phases through 2012.

Pully Chau, chair and CEO of Draftfcb Greater China, said the agency understood that Acer’s relationship with consumers was based on trust.

“Our recommendations and executions for Acer’s communications related to the London Olympic Games will draw 'thought-provoking' parallels between trust and Olympic Games performance, not least because many people will be accessing live telecasts, websites and digital analyses away from their TV sets,” she said.

Acer competes closely with Lenovo and HP in China. Lenovo is not acting as a sponsor of the London Olympics.

In November, Draftfcb sister agency McCann Shanghai won Panasonic's 2012 London Olympic creative assignment.