Digital Star Marketing - The TAB A8 review powered by DDH

Category: Best Native Advertising Campaign/Project

Client: LENOVO

Year / Domain / Status: 2015 / Telecom / Participant

Strategy description:

Taking a look at what the competition was doing, we noticed one thing: tech companies choose to speak about their products as if potential buyers are all geeks consumed by technical details. Product launches and reviews are technical extravaganzas of data and features, with no focus on how that device is useful to the user. So, to make the TAB A8 stand out in this crowd, we needed to find a way to present the features of the TAB A8 and its benefits, using the language and considering the interests of its potential buyers: youngsters. To make this happen, we had to find a way to connect with the younger audience. Our message needed to come from a voice young people follow, someone they look up, think is one of their own and trust to tell them what’s what. Due to its incredibly large audience and the power of stamp of approval, Doza de Has – the biggest video blog community in Romania – was our first option. It’s author, Mikey H. could, with a simple review, turn the Lenovo TAB A8 form yet another tab into the “it” device of the day.

Execution:

First, we invited Mikey H. to do his own take of an IT product review for Lenovo TAB A8. A review without tech jargon, where product features are explained in a fun way and where how you can use the TAB is more important than the components, RAMs, ROMs and mAh. The review video by Mikey H. could only be viewed on a dedicated Lenovo landing page, together with more info about the TAB A8 and a link to the online platform where the TAB A8 had a special price offer. The dedicated review landing page was promoted in only one Doza de Has video blog show.

Case visual: