2017 Winners & Shortlists

HUMAN KEYBOARD

BrandLENOVO MIDDLE EAST
Product/ServiceYOGA BOOK - HALO KEYBOARD
EntrantMEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
CategoryUse of Social Platforms
Idea Creation MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
Production BLINK EVENTS Dubai, UNITED ARAB EMIRATES
Additional Company OGILVYONE Dubai, UNITED ARAB EMIRATES

The Campaign

We turned unsuspecting movie goers into a human digital keyboard that was directly linked to Lenovo's twitter account. The cinema was rigged with a projection mapping across all seats. Alphabets were projected on humans. We invited the audience to activate keys by standing up. As they co-ordinated to type in the projected alphabets, random characters went up on Twitter. Thinking Lenovo's Twitter account is hacked, we got some funny reactions from the fans. Finally, we made the announcement that the campaign was, in fact, for the launch of its new YOGA Book demonstrating “The Halo Keyboard” technology. The activation turned Lenovo's inactive Twitter followers into raving fans.

Creative Execution

The cinema was rigged with a projection mapping across all seats. Alphabets were projected on humans. We invited the audience to activate keys by standing up. As they co-ordinated to type in the projected alphabets, random characters went up on Twitter. The real-time engagement on twitter helped the cinema stunt reach a wider online audience causing more conversations and talk about the Halo keyboard.

Describe the success of the promotion with both client and consumer including some quantifiable results

We achieved our objectives of re-activating Lenovo's twitter account by promoting the Halo keyboard through the cinema stunt. Real life activation that caused online engagement in real time. Lenovo's Twitter account saw 36% more engagement in 4 days compared to the previous month. People reacted hilariously on Twitter thinking the account is hacked. Meanwhile, people at the cinema (The Human Keyboard) co-ordinated to type words and let the world know they were in charge of the Twitter account. 2 million reach in 4 days. 76,000 followers. 100,000 organic reach.

Explain why the method of promotion was most relevant to the product or service

Lenovo wanted to talk about their new Halo Keyboard that used backlit squares to input text, instead of the keys. But how do we get people to talk about a keyboard? In VOX Cinema, we turned unsuspecting moviegoers into a live interactive keyboard that affected Lenovo's Twitter account in real time. The audience were surprised to see keyboard characters projected on them. Understanding their role, they co-ordinated to type different words. This Human Keyboard activation was linked to Twitter. Seeing gibberish going up Twitter, people were surprised and believed the account was hacked.

Younger generations of tablet users—young millennials—were comfortable with touch screens and were more open to the idea than earlier generations. Our challenge was to get them excited about a keyboard. Meanwhile, Lenovo's Twitter account had a very low engagement. Considering how quickly Twitter turned from being silent watchers to one of incredible vitriol, we felt this was the perfect way to bring the Halo Keyboard platform to life. When finally Lenovo made the announcement that the campaign was in fact for the launch of its new Yogabook's “The Halo Keyboard” it drove another round of social media chatter.

Credits

Name Company Role
Paul Shearer Memac Ogilvy Chief Creative Officer
Will Rust Memac Ogilvy/OgilvyOne Dubai Regional Executive Creative Director
Logan Allanson Memac Ogilvy/OgilvyOne Dubai Creative Director
Ramzi Moutran Memac Ogilvy Executive Creative Director
Anas AlHakim Memac Ogilvy/OgilvyOne Dubai Art Director
Prajakta More Memac Ogilvy/OgilvyOne Dubai Copywriter
Nabil Moutran Memac Ogilvy/OgilvyOne Dubai Regional Business Director
Fadia AlDandachi Memac Ogilvy/OgilvyOne Dubai Account Director
Amanda Newall Memac Ogilvy/OgilvyOne Dubai Agency Producer
Nicole Mouawad Memac Ogilvy/OgilvyOne Dubai Account Executive
Leila Benhassan Blink Experience Account Director
Ahmad Abu Gheith Blink Experience Senior Production Manager
Steve Bevan Blink Experience Senior Production Executive
Stephen Godenzie Blink Experience DOP
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