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RanbirHitsA6 - Lenovo

RanbirHitsA6 - Lenovo

A phone launch that got Ranbir Kapoor to break the internet with the newest smartphone in town

  • Social Content
  • Influencer Content
  • Digital Video & Films
Client:
Category:
Background

Lenovo was to launch its newest smartphone, the A6000 in the sub-10k category.

The brand/product wanted to differentiate from competition while also making a grand entry into the market.

Objective

To create a brand campaign that would help establish the product as the leader of the sub-10k category while also building conversations around its power features.

The Challenge

The goal was to earn a place as the leader, outsmarting established competitors such as global rival Xiaomi.

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The Idea | #RanbirHitsA6

We created immense buzz by launching Ranbir Kapoor simultaneously on 6 social platforms using the A6000 as the de-facto device of communication.

Approach

Titled #RanbirHitsA6, the idea was to create buzz by launching Ranbir Kapoor simultaneously on 6 social platforms using the A6000 as the de-facto device of communication. The 'X' factor of the idea was that Ranbir Kapoor did not even have a presence on social. We plotted to persuade him to ‘play ball’ with Lenovo A-6000 on social media: 6 crazy hours with the A6000 during which we wanted to hit the ball right out of the park. With the premise of a commercial shoot, Ranbir was portrayed to be shooting for the launch TVC of the Lenovo A6000. While the supposed shoot, Ranbir interacted with a massive number of his fans on various social platforms at a very personal level.

Approach

With the premise of a commercial shoot, Ranbir Kapoor was portrayed to be shooting for the launch TVC of the Lenovo A6000. While the supposed shoot, Ranbir interacted with a massive number of his fans on Twitter, Facebook, Instagram, Vine, Tumblr and even Snapchat, all at a very personal level.

#RanbirHitsA6 managed to trend not just in India, but also across the world. In addition, every content piece had the Lenovo A6000 glued on it, ensuring there was an immediate connection with the product.

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Outcome

The entire social media fraternity went wild with his blockbuster appearance. Fans completely let loose their thoughts and feelings for their most desired Bollywood Superstar. News articles of his appearance were sprawling all over the internet. Each tweet and post got close to 300+ Likes and retweets. All in all, the initiative ensured that Ranbir truly broke the internet, while Lenovo successfully broke the Smartphone Market.