The agency has launched a clutter-breaking campaign #YoGa2bFree, which has Twitter celebrities trapped in a box
BestMediaInfo Bureau | Mumbai | October 16, 2014
Experience Commerce (EC) recently won the digital & social marketing duties for Lenovo. Jumpstarting the relationship with an innovative launch of the new Yoga Tablet 2 on digital, #YoGa2bFree, the agency roped in four Twitter influencers - Ashwin Mushran, gadget guru Ankit Vengurlekar, film reviewer Mihir Fadnavis and food blogger Kalyan Karmakar and trapped them in a box. Lenovo has mandated EC with the digital marketing campaign for the entire Lenovo portfolio of products, including the latest social media campaign for the launch.
“Gadgets such as tablets are designed to help us lead a more connected, productive and fun life; but take them out of the box and you often see yourself enslaved and tethered to these devices. This campaign is designed to raise awareness about how you can free your life from restrictive technology - discover a brand that promises to adapt to you,” said Sandip Maiti, CEO & Chief Creative Officer, Experience Commerce.
This campaign uses large-scale interactive video-based story-telling on yoga2bfree.com, where the four trapped Twitterati provide clues to the audience who attempt to free them up.
"We have been active on social media since 2010, and were in the market for a new kind of agency which understands the digital-born consumer and can help us craft a unique social voice for brand Lenovo. We look forward to a creative partnership with EC to tell the story of Lenovo for this millennial generation, and build a strong community of advocates around its smartphones, tablets and laptop categories,” said Bhaskar Choudhuri, Director of Marketing, Lenovo India.