Category: Best non-fiction program, series or film where a client has successfully created a reality, documentary or light entertainment show around a product(s) or brand(s)
Advertiser: LENOVO LATINAMERICA
Product/Service: LENOVO
Agency: ARRECHEDERA CLAVEROL
Partner/Chief Creative Officer: Sebastian Arrechedera (Arrechedera Claverol)
Partner: Juan Claverol (Arrechedera Claverol)
General Manager: Matias Rigali (Arrechedera Claverol)
Director Marketing Latin America Spanish: Moises Avelar (Lenovo)
Integrated Marketing Communications: Jorge Gutierrez (Lenovo)
Digital Marketing Manager Las: Federico Churio (Lenovo)
Executive Creative Director: Eugenio Arangüena (Arrechedera Claverol)
Creative Director: Rocío Cuadra (Arrechedera Claverol)
Copywriter: Rogelio Cortez (Arrechedera Claverol)
Art Director: Ximena Cerdeira (Arrechedera Claverol)
Agency Producer: Aida Garatea (Arrechedera Claverol)
Art Director: Felix Tapia (Arrechedera Claverol)
Account Director: Gatsby Amezquita (Arrechedera Claverol)
Director/Producer: Ignacio Oruezabala (Endemol)
Executive Producer: Hernan Tchira (NAH! Contenidos)
Producer: Luciano Villas (NAH! Contenidos)
Director: Hugo Moser (NAH! Contenidos)
Screenwriter: Rodo Rua Boeiros (NAH! Contenidos)
Screenwriter: Santos De Las Carreras (NAH! Contenidos)
General Manager: Joaquin Muro (Frubis)
Media placement: Social Media - Lenovo Fan Page - July 23th
Media placement: Youtube Brand Channel - TouTube - August 23th
Media placement: Digital Banners - Web Sites - 23th July
Media placement: Digital Press Conference - Digital And Non Digital Media - August 22th
Campaign Description
Branded Entertainment content is not something very usual in Latin America and this was the first Reality Web video in the region.
Producing original TV content is almost impossible with the limited advertising budget of the company.
The only option in reaching our target for such a big region is Cable TV. And it is yet expensive and not very effective.
Effectiveness
The Challenge:
To launch the global concept ‘For Those Who Do’ in Latin America, a market were the Lenovo brand was not very well recognised yet.
The objectives:
1m views.
To increase the consideration rate from 14% up to 20%.
Strategy:
To create a Reality Web video and broadcast it via YouTube and UStream, where we could demonstrate that anyone can do anything with the proper tool and cooperation.
4 guys with different skills were chosen via Internet. The audience sent their challenges.
An industrial designer, a social media leader, a cool hunter and a hacker were chosen via Internet from 4 different countries in Latin America (Mexico, Argentina, Peru, Colombia). The audience sent different challenges and Los Doers had 72 hours to solve them.
5 challenges and 5 episodes in a reality web via YouTube.
Challenges:
1. To find Lionel Messi and organize a Skype session with a kid who has the same growth problem as Messi.
2. To appear on TV.
3. To build a car with stuff you can find in a supermarket.
4. To organise a wedding in 72 hours.
5. To help a handicapped person to surf.
People could help them in real time via Internet, and the set was online 24/7 via UStream.
We also developed a digital campaign considering social media, YouTube, PR etc. to launch each episode
Implementation
The first part of the campaign was to cast Los Doers via social media, where the contestants should tell us their best skills to solve problems and how they use computers as a tool. People voted and word spread.
In social media, we asked our audience to send their challenges and follow the shooting of the reality web 24/7 via UStream in order to help Los Doers. A digital press conference to announce our selected participants was set.
The Regional YouTube branded channel for Lenovo launched with Los Doers and a digital campaign with YouTube/Google was developed.
Outcome
Results:
• More than 2.2m views in Latin America.
• Consideration rate increased from 14% to 26%
• PR generated more than 500 free publicity articles.
• 5,500 positive comments in the branded channel.
• Shared 33,200 times.