Creative Execution

Idea : Musicality will become the vehicle to bond the emotion between human and lenovo touch screen products that create the feeling of excitement and joy because music is a universal language. Approach : Promoting Lenovo product lines by demonstrating its touch features. Message : Touch is more playful than clicking Insight : Insight: people tends to like something new about something they think they already know. “They know about touch. But they don’t know what it can do until they touch it” Apps Idea : THE TOUCH TURNTABLE turntable that can absorb our joyful feeling into a sensational (touchable) musical experience.

Result : - Generate 74.314 new likes & 5,2% of engagement on Lenovo Indonesia Facebook fan page. - Lenovo Indonesia also win an award from social bakers as Top 5 Socially Devoted Facebook brands, with 295 minutes maximum of respond time and 94% respond rate. - Facebook Brands - Lenovo Indonesia gained the likes from many channel, as below: FB Ads likes: 27.394 likes, Organic likes: 46.290 likes. - This occurred because we build 2 fan gating mechanism on this activity: - Shortlisted on Studio FB Awards 2014 - Finalist on ADSTAR 2014 (waiting result)

Background: - One of the key strategic activities is to Launch Touch products to Indonesia market by the end of July 2013. Lenovo Touch Campaign are targeted to introduce key product highlights to the market, increase Lenovo ID fan base and increase engagement rate on Lenovo Social Media Accounts. Objective: - Awareness through online and social media for Lenovo Touch series - Create interest for target audiences to experience Lenovo touch capabilities - To highlight Lenovo Touch USPs - Drive traffic to Lenovo Facebook account Increase Lenovo FB Likes & TAT Rate