Lenovo gives a unique tool to young talents to help them being noticed.

Lenovo has selected 3 young talents in three different fields of work (Street Art, Street Wear design and Cinema).

Lenovo empowered the young talents with the help of the tablet with built in projector - to hack high profile events, in order for them to be seen and noticed by the right people.

Events that were hacked young talents:

Paris Fashion week opening parties at Cité de la Mode” in Paris

FIAC – International Art Fair at “Grand Palais”

Cinema Premiere of “MacBeth”

A young talent hack an event by ‘stealing the show’: 1) they grab the audience’s attention with guerilla marketing tactics: music, dance parade, colorful & noisy truck. 2) They then project – with the tablet - their work/art on specific surface. 3) CTA is to find out more on the talent on a microsite.

Implementation

Series of 3 hacks in real life, in real events, captured in video and PR and amplified on owned and paid media (True view, YouTube, Facebook, Periscope).

• Timeline

FAShION HACK

- Teasing (3 days before the hack)

- During the hack 29/09/2015

- Reveal (4 days before the hack)

STREET ART HACK

- Teasing (3 days before the hack)

- During the hack - 21/10/2015

- Reveal (4 days before the hack)

CINEMA HACK

- Teasing (3 days before the hack)

- During the hack – 04/12/2015

- Reveal (4 days before the hack)

• Placements

In Paris, France:

- Fashion hack

o Cité de la mode

o Palais de Tokyo

- Street Art hack

o FIAC - Grand Palais

o FIAC off festival – Carreau du temple

- Cinema hack

o MacBeth Premiere at MK2 cinema Grand Palais.

- Paid media: digital & social: True view, YouTube, Facebook, Periscope…

• Scale

FRANCE

Business impact – sales, donations, site traffic

The Project Your Talent campaign contributed to:

- Increase audience appeal to the Lenovo tablet: + 24pts after seeing the campaign*.

- 3 x tablet sales increase (Q4 2014 vs Q4 2015)

- Increase of selling mix at retailers

Response rate

Post-campaign online study (HarrisInteractive Jan 2016 – 550 respondents, 15 to 35yrs old) showed:

- High level of engagement: 42%

Impressions

-165 Millions

Change in behavior

Post-campaign online study (HarrisInteractive Jan 2016 – 550 respondents, 15 to 35yrs old) showed:

-Positive impact on the brand image*: better image for 51% of respondents. Lenovo appears as modern (82%), dynamic and innovative (79%), positive and friendly (78)%

Consumer awareness

Post-campaign online study (HarrisInteractive Jan 2016 – 550 respondents, 15 to 35yrs old) showed:

- Raise of consideration: + 50% in H2 2015

- Increase audience appeal to the Lenovo tablet