#Goodweird

Assignment

In september 2015 Lenovo wanted to prepare a creative PR campaign which was aimed to support the launch of new YOGA series products. The goal was a successful launch of #Goodweird campaign in Slovakia, building awareness on YOGA products and their unique features as well as sales promotion.

Realization

For getting the attention of the target group we used the creative potential of a funn(k)y duo Tomáš Hafner and Martin Jakubec. The pair is known for their crazy songs and the fact that one can expect almost anything from them. That corresponds with the headline – to be good weird. We created a series of videos with viral potential where the duo showed the useful features of YOGA products in a bizarre way. We posted them on Facebook as well as the microsite odvazneiny.sk. Even the media event was bizarre – among others it was hosted by our Client clad head to toe in wet suit.

Project phases

1. Teasing – Facebook posts and videos
2. Media event
3. Media relations

Project results

• Number of video views: 556 000
• Number of mentions: 670
• Number of media outcomes: 58 outcomes in 18 media
• Total campaign reach: 2 milion
• After the campaign more than 12 000 YOGA products were sold