Lenovo: KEEP DOING

Credits & Description:

Advertiser: LENOVO
Agency: ARENA MEDIA
Category: Other Consumer Products (including Durable Goods)
Account Director: Fabiola Segura (Arena Media)
Creative: Felix Tapia (Arrechedera Claverol)
Creative: Juan Pablo Urrutia (Havas Sports & Entertainment)
Creative: José Aurelio Vargas (Havas Sports & Entertainment)
Social Manager: Pilar Llaca (Havas Sports & Entertainment)
Project Director: Gatsby Amezquita (Arrechedera Claverol)
Marketing Director: Jorge Arturo Gutiérrez (Lenovo)
Creative: Alejandro Sobrino (Arena Media)
Creative Director: Sebastian Arrechedera (Arrechedera Claverol)

Strategy
The 2012 Objectives: Increase by 10 points Brand Purchase Consideration in one year and boost sales in a highly competitive market, dominated by two longtime positioned players. We decide to move away from traditional target approach, focusing on 18-24 technology users representing a huge business opportunity because of the increasing Mexican middle class and internet penetration. We discover Net Generation speaks two languages: Spanish and Digital. Our insight: "I do not want to live in a country where nothing happens!" . We detonate the first Web 3.0, standing back from "commodity" attribute creating communication platforms and using social networks to express their personal successes but also collective expectations.

Execution
Dynamic: Content Generation, Message Amplification and Community Empowerment. Key moments: Back to School with #keepdoing, a self-expression platform and Christmas with #2013everythingtobeaccomplished campaign launching where 2012 achievements count for 2013 purposes, supported by influencers to encourage hashtags. Content: 4 local creators (Doers) videos in social networks and integrated dynamic in Facebook, Twitter, Instagram with a brand experience as reward: Doers and NetGen celebrating in a creative event, the campaign closure.1. Movement Launching: #keepdoing. Message: "THE WORLD IS YOURS, FOR THOSE WHO DARE TO CHANGE" with QR codes teaser in universities.2. On YouTube, videos of Mexican“Doers” standing out for creativity and use of Lenovo.3. Social networks interactions on Facebook, Twitter, YouTube and Instagram.4. # 2013everythingtobeaccomplished launching to reinforce NetGen empowerment though shorts about “Doers” on YouTube demonstrating Lenovo superiority.5. Event to experience the brand gathering “Doers” and winners end users obtaining viral amplification in Social Networks.

Effectiveness
October 2012: Objective set up to March 2013 surpassed. From # 7 in our category with 26.4% Purchase Consideration to # 3 with 41.3% .Contribute sales increase: +160%. From 101,404 to 263,390 units.Strengthen Brand Equity: Contribution to sales price increase. From $500 to $700 USD.Conquer category social networks leadership in less than 5 weeks: 0 to 40.000 fans; today: 73.587.#keepdoing: 3 times Trend Topic with 8964 followers, including positive brand mentions, correlated assets, retweets, leaving away the #2 with 3670 followers.Plus 4 million views in official Youtube channel.Earned Media ROI evaluated to 700,000 USD.