2018 Winners & Shortlists

HADIA TIME

Client/BrandLENOVO MIDDLE EAST
Product/ServiceLENOVO
EntrantMEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
Type of EntryCreative Effectiveness
CategoryCreative Effectiveness
Idea Creation MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
Additional Company OGILVYONE Dubai, UNITED ARAB EMIRATES

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.

Credits

Name Company Position
Paul Shearer Memac Ogilvy Dubai Chief Creative Officer
Will Rust Ogilvy One Dubai Executive Creative Director
Logan Allanson Ogilvy One Dubai Creative Director
Ben Griffiths Ogilvy One Dubai Head of Art
Rafael Valencia Ogilvy One Dubai Art Director
Anas Al Hakim Ogilvy One Dubai Art Director
Prajakta More Ogilvy One Dubai Copywriter
Ahmed Elsherif Ogilvy One Dubai Arabic Copywriter
Jordache Fernandes Ogilvy One Dubai Copywriter
Muhammad Umair Ogilvy One Dubai Sr. Digital Designer
Rhoderick Ballesteros Ogilvy One Dubai Designer
Nabil Moutran Ogilvy One Dubai Regional Managing Director
Fadia AlDandachi Ogilvy One Dubai Account Director
Mike Nawfal Ogilvy One Dubai Account Manager
Majd Abi Ali Ogilvy One Dubai Social Media Manager
Mouna Ghadban Ogilvy One Dubai Social Media Executive
Amanda Newall Ogilvy One Dubai Agency Producer
Nicola Sutherland Ogilvy One Dubai Traffic Manager
Zeena Ismail OgilvyOne Digital Planner and Strategy
Regine Manalo Memac Ogilvy Dubai Creative Coordinator
Gabriel Zabusek Adikt Mobile Lead Developer
Marek Polacik Adikt Mobile Android Devloper
Ales Valta Adikt Mobile Backend Developer
Matej Valenta Adikt Mobile Data Analyst
Virginie De Beco Lenovo Middle East Marketing and Communications Director
Dounia Baha Lenovo Middle East Head of Digital & Social Media
Tariq Naseer Lenovo Middle East Marketing Manager
Souheil Zahreddine Beyond Post Editor
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