We decided to create a new art phenomenon. Something that could spread organically and would appeal to our sophisticated target group. We wanted to turn the negative emotion accompanying broken displays into something positive. We established a broken display as a topic in the society and then offered the new Lenovo Moto X Force as an elegant alternative.

RESULT/BUSINESS EFFECT

Although the campaign started as a social media piece of work, our new art movement Rupturalism appeared also on TV, radio and in all major Czech periodicals. People spontaneously shared their own stories of broken displays on our Facebook page. All paintings were sold to the private art collections.

Rupturalism became a social phenomenon which more than 52% of Czech population was suddenly talking about.

Our campaign also influenced our painter, who has found a natural continuation of his work in Rupturalism. Now he is in cooperation with Lenovo preparing a big exhibition.

Between 26.6.2016 and 25.8.2016 we published 89 posts on Facebook and the content of page has reached up to 2 millions unique views of what 30% was organic and viral. Our manifesto movie on Youtube, followed by three short films had 211 968 views.

With our campaign we managed to change the way people think. The campaign ended, but the message about shatterproof display still spreads on.