2018 Winners & Shortlists

Brief Explanation

This is the story of how Lenovo brought thousands of families together this Ramadan. Lenovo wanted to take advantage of Ramadan to start a legacy of CSR in the region, build brand awareness and generate positive sentiment for the brand. This was a challenge with conservative media spend, especially during Ramadan, as it’s known to be the most heavily spent and advertising cluttered season in the year. We asked people to lock their phones at peak times, so they could spend more time with their families than their smartphones. For every minute they spent with their family, Lenovo donated the equivalent in data minutes to migrant workers who connected with their families overseas. Lenovo look to achieve the following objectives: Business Initiate a CSR activity for the brand Brand Build positive equity, sentiment and social conversation for Lenovo Behavior Encourage charitable acts and positive smartphone behavior during Ramadan The initiative was a simple technological solution that quickly became the number one lifestyle app. Our media strategy through generating awareness using promoted posts on Facebook, Twitter, and Instagram as they were the most popular social platforms being used by our audience, the video content on Facebook and YouTube being key to capture interest. The video led the audience to the Google Play App store where they could download Hadia Time. The campaign achieved the following results against the set objectives: Business Initiate a CSR activity for the brand Hadia Time is an initiative that placed Lenovo in the CSR space while promoting the brand in a genuine way. The Lenovo brand was present on Samsung phones and it’s app store, even though it’s a competitor Brand Build positive equity, sentiment and social conversation for Lenovo We reached 5,127,035 Million Video Views on Facebook & YouTube [Source: Social Analytics] 21,300,000+ Million impressions were generated through PR coverage [Source: Social Analytics and Client PR team] Enthusiastic Users generated their own how-to video for the app [Source: YouTube] The app has received positive reviews in the Google Play Store {Source: Google Play Store] The App reached the number 1 spot in KSA in the Lifestyle Category in the Google play store, outranking prayer apps in Ramadan. [Source: Google Play Store] Behavior Encourage charitable acts and positive smartphone behavior during Ramadan The app was received 31,235 App Downloads [Source: Mobile App Developer] People continues using the app, it received 110,00 unique app interactions/sessions [Source: Mobile App Developer] Phones were locked for a total of 2,855,984 million minutes (1,983 days/ 66 months), the equivalent of 5.5 years of time. [Source: Mobile App Developer] In brief, we created a brand experience beyond traditional advertising that brought to life family time as a central element of the Ramadan season.