The Campaign

Task: Sell Lenovo PCs to arguably the youngest country in the world - India.Where over 50% of the population is under 25. Insight: The buck stops at pop. Our TG depends on dad's wallet for big-ticket purchases, because well-paying part-time jobs are rare in India. So essentially, OUR CONSUMER IS ALSO OUR SALESMAN. Solution: The best way to get the youth to buy Lenovo was to help them sell Lenovo to their dad. So the campaign was built around a fun & engaging online sales training module called PLEASE DADDY PLEASE, executed in collaboration with MTV. A nationwide 360-degree campaign positioned Lenovo as the "ONE FUN THING YOUR DAD WILL SAY YES TO" - because while dad won't buy you a fast bike, a fancy phone or a PS3, he will agree to a good PC since he sees it as a valuable tool and not just frivolous entertainment.

Success of the Campaign

Brand Consideration raised from 33% to 38.5% Brand Preference raised from 12% to 18% Consumer segment market share rose from 8.2% to 9.7% THE CLIENT recognized the potential of the idea, especially the category insight very early on. In fact, this idea started off as a purely digital activity, but the client worked with us to make it a full-fledged nationwide 360 campaign. And it paid off, leading to three follow-up TVCs and many more collaborations, even though they have a global tie-up with one of the top agencies in the world. THE CONSUMERS loved the campaign, with “please daddy please” quickly becoming a catch-phrase among the youth. The association with MTV and the VJ, who's a huge brand-name in his own right, rubbed off on Lenovo. Giving the brand a young and fun vibe that they never had before, besides measurable increases in brand value and market share.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We launched with a TELEVISION COMMERCIAL establishing the category insight. Showing a teenager clinging to his dad's legs wherever he goes. A metaphor for how the son's desires are always on the dad's mind, but they don't see eye-to-eye on anything. Until they come across Lenovo PCs - finally something they can both agree on. On PRINT & RADIO we explained why dad will say yes to a Lenovo, highlighting the product features & benefits. Here, the dad & son worked together to deliver the message, showing them in agreement when it comes to Lenovo. ONLINE, we launched PLEASEDADDYPLEASE.COM with MTV. Users uploaded their own sales pitch videos for Lenovo PCs to different dad archetypes, played by a star MTV VJ. Shared across social networks, the highest-rated videos featured on MTV and won Lenovo PCs. And the finalists got to deliver their pitch to the VJ in person on MTV.