Creative Execution

Hosted online, the campaign engaged and entertained our audience with content that was both fun and informative. The audience told Mr. Barter what they’re willing to swap for his Lenovo A3000 tablet, and Mr. Barter replied accordingly with a tongue-in-cheek video. A self-professed expert on smart devices, Mr. Barter is cool and confident but hard to please. His replies were designed to keep the audience coming back to try out all kinds of different responses, while also communicating the tablet’s features and benefits. A long list of possible keywords was detected by the site, tying back to multiple pre-recorded videos.

By interacting with Mr. Barter, the audience realised the value of the tablet. The Swap ran for 5 weeks, building awareness and engagement online and offline. The interactive and entertaining nature of the videos drove audience participation and sharing, resulting in 93,400 views and a total reach of 13,834,267 across 6 markets. Lenovo garnered 74,619 new Facebook fans in 4 weeks, with the cost per acquisition per fan as low as US$0.19. No longer was Lenovo just associated with laptops. Our target now saw a Lenovo tablet as a cool and desirable item to have.

Lenovo wanted to cut through the clutter of a saturated market and get our millennials’ attention with their new A3000 tablet. This meant engaging them in a memorable way while highlighting the product’s features and benefits. They also wanted to generate word-of-mouth and sharing. The target: 18-24 year olds from Singapore, Malaysia, Philippines, Thailand, Vietnam and Indonesia. A generation of tech-savvy users, owning smart devices is the norm for them. Brands like Apple and Samsung are top-of-mind, while Lenovo simply meant laptops. With technology constantly evolving, many look forward to their next upgrade, and would gladly trade up for newer, more up-to-date models, even going to great lengths to do so. THE SWAP campaign made the Lenovo A3000 a desirable object by asking the audience what they would give up for a Lenovo tablet. A cool and tech-savvy character named Mr. Barter responds with a series of interactive videos online.