| Title | LENOVO YOGA PURSUIT |
| Brand | LENOVO |
| Product / Service | CONVERTIBLE ULTRABOOK |
| Category | E01. Social |
| Entrant | ZENO Singapore, SINGAPORE |
| Entrant Company | ZENO Singapore, SINGAPORE |
| Advertising Agency | ZENO Singapore, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Jeremy Seow | Zeno Group Singapore | Director Of Insights And Planning |
| Debra Ng | Zeno Group Singapore | Client Executive |
| Grace Auyong | Zeno Group Singapore | Junior Media Planner |
| Kestrel Lee | Zeno Group China | Executive Creative Director |
| Liz Chng | Zeno Group China | Project/Technology Director |
| Jenny Chua | Zeno Group China | Associate Creative Director |
| Kenneth Nah | Zeno Group Singapore | Integrated Digital Designer |
| Amy Chiew | Zeno Group Singapore | Art Director |
| Johnny Tu | Zeno Group China | Senior Art Director |
| Shirleen Wong | Zeno Group China | Digital Designer |
| Chloe Li | Zeno Group China | Senior Copywriter |
A character from the campaign TVC “hacked” the Lenovo Facebook pages with claims that he stole all the Lenovo Yoga 11S. He then dropped clues of his plans via educational content posts demonstrating to the fans the different modes the Yoga 11S can be used in. This led to the Facebook game created with social in mind. Participants had to spot icons of the 4 modes hidden within the TVC correctly for a chance to win a Lenovo Yoga 11S from “The Sentinel”. Fans can also share the app with their friends to increase their chances to win the laptop.
Our brief was to extend the reach of the campaign TVC – and we did that through our Facebook Application. The application saw 35,614 visits from 26,389 unique individuals from 9 different countries. Each visitor logged in an average of 12 game pages viewed, and contributed to the game being played 49,475 times. Each participant spent at least 8 minutes with the same 90 sec video. This meant that everyone watched the TVC an average of 4 times, and 3 times more than what they normally would. In summary, our audiences from 9 countries watched 2,107,175 minutes of the video.
Our objective on social was to re-introduce the Lenovo Yoga 11S laptop to consumers across 9 different markets through the extending the reach of the TVC. This hero content for the device takes consumers through an elaborate heist where the Yoga laptops are stolen because of their desirability. As the target audience was mainly millennials, we chose to educate them about the 4 different modes that the Lenovo Yoga had by entertaining and rewarding them. A simple Facebook game application that required multiple-playback of the TVC was the main idea to drive this forward. We also disrupted what millennials expected on Lenovo social media pages, by getting our main character to hack the Facebook page with his own messages. The tone, and style of the campaign content was planned in a manner that is different from Lenovo’s business-as-usual content, ensuring that the campaign messages receive the attention it deserves.