Lenovo: Hadia Time

Credits & Description:

Media: Case Film
Client: Lenovo Middle East
Product: Lenovo
Agency: Memac Ogilvy & Mather Dubai, United Arab Emirates
Entrant: Memac Ogilvy & Mather Dubai, United Arab Emirates
Product/Service: Lenovo
Idea Creation: Memac Ogilvy & Mather Dubai, United Arab Emirates
Media Placement: Mindshare Dubai, United Arab Emirates
Pr: Memac Ogilvy & Mather Dubai, United Arab Emirates
Additional Company: Adikt Mobile Smichov, Czech Republic
Additional Company 2: Mango Jam Studio Dubai, United Arab Emirates
Additional Company 3: Ogilvyone Dubai, United Arab Emirates
Chief Creative Officer: Paul Shearer (Memac Ogilvy)
Regional Executive Creative Director: Will Rust (Memac Ogilvy/Ogilvyone Dubai)
Creative Director: Logan Allanson (Memac Ogilvy/Ogilvyone Dubai)
Head of Art: Ben Griffiths (Memac Ogilvy/Ogilvyone Dubai)
Art Director: Rafael Valencia, Anas Alhakim (Memac Ogilvy/Ogilvyone Dubai)
Executive Creative Director: Ramzi Moutran (Memac Ogilvy)
Copywriter: Prajakta More, Ahmed Elsherif, Jordache Fernandes (Memac Ogilvy/Ogilvyone Dubai)
Digital Designer: Muhammad Umair, Rhoderick Ballesteros (Memac Ogilvy/Ogilvyone Dubai)
Regional Managing Director: Nabil Moutran (Memac Ogilvy/Ogilvyone Dubai)
Account Director: Fadia Aldandachi (Memac Ogilvy/Ogilvyone Dubai)
Account Executive: Mike Nawfal (Memac Ogilvy/Ogilvyone Dubai)
Social Media Team: Majd Abi Ali, Mouna Ghadban (Memac Ogilvy/Ogilvyone Dubai)
Agency Producer: Amanda Newall (Memac Ogilvy/Ogilvyone Dubai)
Creative Traffic Manager: Nicola Sutherland (Memac Ogilvy/Ogilvyone Dubai)
Creative Coordinator: Regine Manalo (Memac Ogilvy)
Creative Support: Nour Deeb (Memac Ogilvy)
Marketing and Communications Director: Virginie de Beco (Lenovo Middle East)
Head of Digital & Social Media: Dounia Baha (Lenovo Middle East)
Marketing Manager: Tariq Naseer (Lenovo Middle East)
Chief technical officer:: Gabriel Zabusek (Adikit Mobile)
Android developer: Marek Polacik (Adikit Mobile)
Backend developer: Ales Valta (Adikit Mobile)
Chief testing officer: Matej Valenta (Adikit Mobile)
Editor: Souheil Zahreddine (Beyond Post)
Chief Technical Officer: Gabriel Zabusek (Adikit Mobile)
Android Developer: Marek Polacik (Adikit Mobile)
Backend Developer: Ales Valta (Adikit Mobile)
Application URL: https://play.google.com/store/...
The Campaign:
People were invited to download our mobile app, Hadia Time, and keep their phone locked for as long as possible between 7pm and 10pm each night which is family time during Ramadan.
For each minute they kept their phone locked, Lenovo donated a minute of data to a migrant worker in the Middle East, so that they could call their families back home.
This tackled two contrasting problems at the same time. On the one hand, migrant workers who don’t get to speak to their families enough are given the means to contact loved ones back home.
On the other, people who are so glued to their screens that they ignore the family right in front of them have a good reason to put their device down. But they were not asked to sacrifice any of their own data, which made it a win-win situation.
Hadia Time created a platform of goodwill, and value exchange between all involved and communicated Lenovo’s core values.
Creative Execution:
People are predisposed to donating during Ramadan. So we developed Hadia Time, a mobile app that was in keeping with the spirit of Ramadan.
Lenovo is aware of both the virtues and the vices associated with its product. But turning the vices into virtue meant giving people an opportunity to spend less time on their phone and donate that time into data for workers who really needed it.
The app was promoted on popular sites, was easy to download in English or Arabic, and ran for the month of Ramadan. Hadia Time translates into English as (Gift of Time) so the name of the app itself encouraged uptake.
It allowed people to give generously but effortlessly, because none of their own data was actually used. Whilst it required a small sacrifice of online time by users, Lenovo actually donated data based on the number of minutes saved.
People spent
855,984 million minutes away from their smartphones and with their families (1,983 days/ 66 months), the equivalent of 5.5 years.
That meant the equivalent of 5.5 years of family time was donated to migrant workers.
We reached 5,127,035 Million Video Views on Facebook & YouTube
21,300,000+ impressions
31,235 App Downloads
The App reached the number 1 spot in KSA in the Lifestyle Category, outranking prayer apps in Ramadan.
As a brand Lenovo got important temporary real estate on all the phones of those who downloaded the app, in the form of a branded platform.
It created tremendous goodwill among migrant workers – a group for whom mobile phones are an important tool for adapting to a new environment.
The app encouraged a positive behavioral change, as family time is central to Ramadan.
We wanted to instill positive smartphone behaviour. We targeted people spending more time with their phones than with their family during Ramadan. Social media dramatically increase during this period, with the UAE and Saudi Arabia, two of the world’s heaviest users. For those more fortunate, being in the presence of a smartphone often means you’re absent from the people around you.
Meanwhile, for Blue Collar workers in the region, a mobile phone is the only way to connect with their family back home. With salaries as low as $200 a month, and the majority of their wage being sent back home, staying connected (average $27 per 1 GB of data) comes at a high cost.
Hadia Time was developed to encourage the fortunate to spend more time with their families whilst allowing those less fortunate to spend time with theirs during Ramadan, a time for giving.