Marketing is a game about finding out-of-the-box releases

On a day-to-day basis, Jakub Biel is one of Poland’s most recognizable and talented young marketers. He has already created creative campaigns in Telegazeta, Tinder, TikTok and even Pornhub. His job requires a lot of creativity, but is also associated with a high level of stress, so we decided to ask him why he likes it and what he does when he has a moment of relaxation. We’re talking about the first of the converted ASUS ROG Flow X13 gaming laptop, which will be perfect for formal meetings as well as at home, when you can take off your shirt and relax for a while with your favorite games.

Creativity is considered by many to be the ability for sudden and brilliant dazzling. Do you think so too?

It’s not true, these revelations don’t come out of nowhere, even if we think so. Woody Allen used to say “hang out” and psychologist Sarnoff Mednick kept saying that creativity is nothing more than extremely efficient associative memory. In short – connect the dots. can often turn out to be awesome Even when we’re sitting with a blank page in front of us and trying to bump into something, our brains subconsciously pick up information about our surroundings, conversations, and events.


Jakub tested the Asus ROG Flow X13 for us, photo: Dominik Czerny

Photo: Noizz.pl

After connecting an external card, the laptop becomes a powerful gaming machine, photo: Dominik Czerny

After connecting an external card, the laptop becomes a powerful gaming machine, photo: Dominik Czerny

Photo: Noizz.pl

Are you sometimes inspired by games in your work? What are you playing the most today?

Games help me escape to another world for a while. It is very important not to lock yourself in between four walls. Especially when everyone is sitting at home and nothing is happening. Now that I’m going through “Cyberpunk 2077”, I quietly hope that the bugs won’t distract me, like in December. I also like to play something with my friends.

Do you feel like your job is a bit like a game where the reward is to grab people’s attention and get them to take a certain action?

Of course you are! I’m constantly feeding my brain with ever-increasing tastes and ranges of subsequent creative action. It also works the other way around – people, by sharing interesting facts, want to show that they are smarter, and by passing on memes – more fun. We all play the game, but not for one purpose.

Jakub Biel, photo: Dominik Czerny

Jakub Biel, photo: Dominik Czerny

Photo: Noizz.pl

You have campaigns in your account even in Telegazeta and Pornhub. You’re trying to use channels that most brands fear or ignore. Is it difficult to convince customers that the risk is worth it?

In the vast majority of cases, it’s not even a risk. Before the Pornhub campaign, I wrote about a dozen crisis scenarios, such as what we should respond to in the comments, news and hotline when angry parents accused us of promoting child pornography en masse . Of course we didn’t, but better be prepared for rainy days.

Oh, I have another great curiosity about Pornhub – our ad didn’t show up in random places. We have selected films that have a story, a leitmotif.

Why?

Because when the surprised viewer took a screenshot, our logo wasn’t glowing next to our bare ass. This plumber or other specialist always stood in the doorway or took care of other business before the main action.

And what about that customer persuasion?

When they see that an idea is not art for art’s sake, but that it will bring them a concrete result, they go for it. Contrary to appearances, each of my actions has very clearly defined objectives to achieve. And the fact that I’m having a good time at the same time is just an addition.

There has been a lot of talk lately that marketing campaigns should also have social value and help. Do you try to combine publicity with charity in your work?

Our campaign on Pornhub may have seemed funny, but its main message was discrimination against lefties. We protested that manufacturers have gear primarily for right-handers, and that most of our fans use a laptop with their left hand on this side, it’s not our fault anymore.

On more serious matters – of course marketing should help! As long as we have the capacity to reach millions of people, it would be fun to promote ecology, tolerance or help others. I happen to work with foundations, I’ve even helped a few to join TikTok.

Work and entertainment.  All this is perfectly combined with Asus ROG Flow X13, photo: Dominik Czerny

Work and entertainment. All this is perfectly combined with Asus ROG Flow X13, photo: Dominik Czerny

Photo: Noizz.pl

You can take this compact piece of equipment wherever you go.  Jakub here at the cafe, photo: Dominik Czerny

You can take this compact piece of equipment wherever you go. Jakub here at the cafe, photo: Dominik Czerny

Photo: Noizz.pl

You tested the ASUS ROG Flow X13. Works well for a man who does many things at once?

The coolest thing is that I can take it with me to a serious corporate meeting, because its case doesn’t glow with all RGB colors. And when I feel like it, even after I get home, I just plug in an extra external graphics card and I can play something louder. It’s a great combination of laptop mobility and PC power.

You’ve come a long way in a very short time, and that usually requires a very specific vision of your future. When did you first think you could do what you do now?

I don’t have a definitive vision so far. I dream a bit of brain research, I would also like to try my hand at being a scientist. But my first serious thought came when I was 15 and suddenly my DJ career took off. I played over 300 events and I knew working in the media or influencing large groups of people was what it was. Anyway, I was already doing radio shows at the time. After my studies, it was time for “serious work” and studies, so I ended up at Onet and the Jagiellonian University.

Which of your campaigns do you consider the most important?

Dude, you can’t choose one. The most famous was the campaign with mice for left-handed people on Pornhub, which got eight million Poles talking. It was also nice to drop the smartphone from the stratosphere. In addition to proving that the Earth is round, we moved a lot of people with this 35 kilometer crash test. The teletext ad for Grandmother’s Day was warmly accepted, and it’s also a bigger story. It’s in this weird place that we’ve hidden discounts on new TVs, so that customers visit their grandmothers and make wishes while looking for a promotion on the old TV. By the way – the slogan reducing the price was “I LOVE”. And once even our corporate dachshund landed on all the televisions after betting on the results of football matches.

A powerful laptop turns into an equally powerful tablet version, photo: Dominik Czerny

A powerful laptop turns into an equally powerful tablet version, photo: Dominik Czerny

Photo: Noizz.pl

We meet at the event “Work hard. Play hard. Everyone is a gamer” with the brand ASUS Republic of Gamers. What is this slogan for you?

I am still 100% committed. If I start a project, I can sit on it from morning until three in the morning and constantly correct something, tinker and add something. But you can’t do this forever, so I often have to react to the game, party or travel. It’s great that the gear can help me with each of these.

Take care of your creativity and remember that it doesn’t come out of thin air! And when you want to escape for a moment, like Cuba, take it ASUS ROG Flow X13. It is a convertible and small but very powerful gaming laptop. The AMD Ryzen 9 processor in a special 5980HS version allows you to work even on demanding software, and the integrated NVIDIA GTX 1650 graphics card in combination with an additional external XG Mobile card with NVIDIA RTX 3080 will guarantee you trouble-free gameplay in any environment. any game, even in “Cyberpunk 2077”.

We would like to thank the bookstore and the Big Book Cafe for the opportunity to host a session with Jakub.

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