Acer launched a new laptop with a gemstone finish by literally attaching a small stone to 60,000 copies of a newspaper distributed in the United Arab Emirates. This unique marketing campaign was a success as it drove record numbers of consumers to retailers and led to Acer selling out of the new laptop for the first time, forcing the cancellation of a planned follow-up print ad campaign.

1. Acer board
A Laptop in your hands
SOLD
OUT
Id a
Acer’s new laptop has a high quality gemstone finish
– a first. We brought the idea to life by literally giving
a stone to the target market.
Ex cution
We found a tonne of similar-looking, identically sized
stones and stuck one to each of 60,000 copies
of Gulf News in under two hours to make sure the
paper still hit its distribution deadlines.
R sults
Footfall in retailers hit record levels as consumers
raced to see the new product. Acer ran out of stock
for the first-time and the follow-up print campaign
was cancelled.