“Engineering Excellence: ASUS and Intel’s Quest for the Incredible” refers to the long-standing, multi-decade strategic partnership and joint marketing campaigns between tech giants ASUS and Intel. Driven by ASUS’s core corporate philosophy, “In Search of Incredible,” this collaboration centers on pushing the boundaries of PC hardware, design thinking, and mobile computing. The Origin Story
The relationship between the two companies dates back to the founding of ASUS in 1989. Initially a small motherboard company in Taiwan, ASUS engineers created a motherboard prototype for the Intel 486 processor without even having physical access to the chip. Impressed by their technical prowess, Intel granted ASUS preferential access to its engineering samples ahead of competitors, establishing a foundation of shared engineering excellence. The Global “In Search of Incredible” Campaigns
In the 2010s, ASUS and Intel officialized this synergy through a massive, multi-phase global marketing campaign called “In Search of Incredible.”
Creative Fusion: The campaign merged technology with culture, employing global art ambassadors like musician Jason Mraz and pianist Jay Chou to showcase how technology transforms daily human experiences.
The “Bumblebee” Performance: A famous milestone included a live performance where Jay Chou and ASUS executives utilized over 20 ASUS N-Series laptops running Intel chips to act as a synchronized digital orchestra.
Impact: The initial waves generated billions of global media impressions, solidifying the idea that computing hardware is a vehicle for human creativity and emotional connection. The Era of AI and “Always Incredible”
The modern continuation of this engineering quest has shifted heavily toward hardware-accelerated artificial intelligence, evolving into the “Always Incredible” ecosystem. ASUS Debuts Action-Packed Continuation of Intel Partnership
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