Acer's AI laptop sales soar 96% after True Effect's cross-media blitz in Germany
True Effect has executed a cross-media campaign for Acer Germany to promote its new Acer Aspire 14 AI and Aspire 17 laptops, aiming to boost brand perception and drive purchase intent. Facing strict budget constraints, the focus was on efficient, transparent media planning without commissions or margin-based deals.
"With this campaign, Acer Germany demonstrates how creativity and technology can make all the difference: by leveraging AI strategically, cost-conscious campaigns can deliver standout brand moments, strengthen long-term brand equity, and leave a lasting impression on consumers," says Bellieno.
True Effect operates on a fixed-fee model with full budget transparency. The Acer campaign combined digital out-of-home (DOOH) placements in premium locations—such as Westfield Hamburg-Überseequartier and Centro Oberhausen—with AI-generated video creatives, supplemented by online and print ads in high-end publications. The campaign ran in September and October 2025.
According to Bellieno, the results exceeded 100 million impressions. Brand and sales lift studies showed Acer leading all major laptop brands in Relevant-Set growth. Among ad-aware consumers, brand relevance increased by 17%, while purchase likelihood rose by 19%. "Overall, sales of Acer's promoted AI laptops in Germany surged by 96% during the campaign compared to previous months," the agency reports. New Acer campaigns are now in development.
Since January 1, Bellieno has been joined by Daniel Kunkel as a second managing director. Kunkel's LinkedIn profile shows he worked freelance for pilot screentime from 2013 to 2017, later moving to Kern & Stelly Medientechnik in Hamburg and Birr Energy in Switzerland, where he served as General Manager before joining True Effect. The agency employs two full-time staff and collaborates with Kontor Digital Media (KDM) for personnel and tools. Bellieno explicitly rules out joint procurement with KDM, though True Effect's co-founder is KDM CEO Daniel Weber.
True Effect positions itself as a specialist in "advertiser-value media strategies," stating: "True Effect works 100% for advertisers, with entirely new structures. This allows clients to gain competitive advantages in both media buying efficiency and ad effectiveness research."
