Acer signs up Megan Fox in move to 'premium' positioning

Acer , the Taiwanese computing brand, has signed up Megan Fox for a global ad campaign, as its new chief marketing officer Michael Birkin seeks to make the brand more "aspirational" and occupy a more premium positioning.

Transformers star Fox unveils her hidden ambition to be a marine biologist in the "explore beyond limits" campaign for Acer's flagship Aspire S7 Utrabook product.

Activity is designed to drive home the message that Acer provides the tools for the modern day explorer as it seeks to prove it is an aspirational brand that is not solely focused on value.

Michael Birkin, chief marketing officer at Acer, said: "We want to be a premium provider at affordable pricing but driven by the aspirational dynamic which is for people to explore things they didn’t think they could do.

"We are not [now] going to be driven just by price – we are going to be driven by aspirational things. I think it is fair to say is the way Acer thought of itself as a business until this year was perhaps more of an equipment manufacturer rather than a designer of consumer experiences."

Birkin has only been in position since 1 October after Acer initially hired Red Peak, the agency Birkin founded in 2010, to overhaul the company’s brand positioning.

Creative featuring Hollywood star Megan Fox comes following a previous campaign featuring '24' actor Kiefer Sutherland parodying his tough guy character by making cupcakes.

However, Birkin insists the use of Fox and Sutherland is not part of a celebrity-led strategy but is instead a way of building the brand quickly.

Birkin said: "It’s very important when you haven’t done brand advertising in the past that you get noticed and therefore the truth is that it is well known personalities engage people perhaps more easily.

"It is absolutely not a celebrity endorsement campaign – we are not using [them] as our corporate spokesperson."

The launch of the Aspire S7 Ultrabook that runs off the Windows 8 comes as the company seeks to adapt to the rapidly evolving PC landscape with the advent of products including clamshells, detachables, sliders and convertibles.

Birkin argues the definition of the PC market needs to change in a manner similar to New Labour in order to reflect the manner in which it has evolved.

Birkin said: "The PC world now is a little bit like the way Labour became New Labour when it felt it needed to reposition itself to appeal to a wider section of the community.

"People want to say the PC market is mature and the PC is going backwards and my argument is absolutely not and we are every bit as relevant as we were and the product is very different."

The UK elements of the campaign will see over 50% of spend go on digital activity and around 25% being poured into TV activity. 

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