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HADIA TIME

Gold

Case Film

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ClientLENOVO MIDDLE EAST
ProductLENOVO
EntrantMEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
Type of EntryUse of Mobile
CategoryMobile Apps
TitleHADIA TIME
Product/ServiceLENOVO
Entrant MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
Idea Creation MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
Media Placement MINDSHARE DUBAI, UNITED ARAB EMIRATES
PR MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
Additional Company ADIKT MOBILE Smichov, CZECH REPUBLIC
Additional Company 2 MANGO JAM STUDIO DUBAI, UNITED ARAB EMIRATES
Additional Company 3 OGILVYONE Dubai, UNITED ARAB EMIRATES

The Campaign

People were invited to download our mobile app, Hadia Time, and keep their phone locked for as long as possible between 7pm and 10pm each night which is family time during Ramadan. For each minute they kept their phone locked, Lenovo donated a minute of data to a migrant worker in the Middle East, so that they could call their families back home. This tackled two contrasting problems at the same time. On the one hand, migrant workers who don’t get to speak to their families enough are given the means to contact loved ones back home. On the other, people who are so glued to their screens that they ignore the family right in front of them have a good reason to put their device down. But they were not asked to sacrifice any of their own data, which made it a win-win situation. Hadia Time created a platform of goodwill, and value exchange between all involved and communicated Lenovo’s core values.

Creative Execution

People are predisposed to donating during Ramadan. So we developed Hadia Time, a mobile app that was in keeping with the spirit of Ramadan. Lenovo is aware of both the virtues and the vices associated with its product. But turning the vices into virtue meant giving people an opportunity to spend less time on their phone and donate that time into data for workers who really needed it. The app was promoted on popular sites, was easy to download in English or Arabic, and ran for the month of Ramadan. Hadia Time translates into English as (Gift of Time) so the name of the app itself encouraged uptake. It allowed people to give generously but effortlessly, because none of their own data was actually used. Whilst it required a small sacrifice of online time by users, Lenovo actually donated data based on the number of minutes saved.

People spent 2,855,984 million minutes away from their smartphones and with their families (1,983 days/ 66 months), the equivalent of 5.5 years. That meant the equivalent of 5.5 years of family time was donated to migrant workers. We reached 5,127,035 Million Video Views on Facebook & YouTube 21,300,000+ impressions 31,235 App Downloads The App reached the number 1 spot in KSA in the Lifestyle Category, outranking prayer apps in Ramadan. As a brand Lenovo got important temporary real estate on all the phones of those who downloaded the app, in the form of a branded platform. It created tremendous goodwill among migrant workers – a group for whom mobile phones are an important tool for adapting to a new environment. The app encouraged a positive behavioral change, as family time is central to Ramadan.

We wanted to instill positive smartphone behaviour. We targeted people spending more time with their phones than with their family during Ramadan. Social media dramatically increase during this period, with the UAE and Saudi Arabia, two of the world’s heaviest users. For those more fortunate, being in the presence of a smartphone often means you’re absent from the people around you. Meanwhile, for Blue Collar workers in the region, a mobile phone is the only way to connect with their family back home. With salaries as low as $200 a month, and the majority of their wage being sent back home, staying connected (average $27 per 1 GB of data) comes at a high cost. Hadia Time was developed to encourage the fortunate to spend more time with their families whilst allowing those less fortunate to spend time with theirs during Ramadan, a time for giving.

Credits

Name Company Position
Paul Shearer Memac Ogilvy Chief Creative Officer
Will Rust Memac Ogilvy/OgilvyOne Dubai Regional Executive Creative Director
Logan Allanson Memac Ogilvy/OgilvyOne Dubai Creative Director
Ramzi Moutran Memac Ogilvy Executive Creative Director
Ben Griffiths Memac Ogilvy/OgilvyOne Dubai Head of Art
Rafael Valencia, Anas AlHakim Memac Ogilvy/OgilvyOne Dubai Art Director
Prajakta More, Ahmed Elsherif, Jordache Fernandes Memac Ogilvy/OgilvyOne Dubai Copywriter
Muhammad Umair, Rhoderick Ballesteros Memac Ogilvy/OgilvyOne Dubai Senior Digital Designer
Nabil Moutran Memac Ogilvy/OgilvyOne Dubai Regional Managing Director
Fadia AlDandachi Memac Ogilvy/OgilvyOne Dubai Account Director
Mike Nawfal Memac Ogilvy/OgilvyOne Dubai Account Executive
Majd Abi Ali, Mouna Ghadban Memac Ogilvy/OgilvyOne Dubai Social Media
Amanda Newall Memac Ogilvy/OgilvyOne Dubai Agency Producer
Nicola Sutherland Memac Ogilvy/OgilvyOne Dubai Traffic Manager
Nour Deeb Memac Ogilvy Creative Team
Regine Manalo Memac Ogilvy/OgilvyOne Dubai Creative Coordinator
Gabriel Zabusek Adikit Mobile Chief Technical Officer
Marek Polacik Adikit Mobile Android Developer
Ales Valta Adikit Mobile Backend Developer
Matej Valenta Adikit Mobile Chief Testing Officer
Virginie de Beco Lenovo Middle East Marketing and Communications Director
Dounia Baha Lenovo Middle East Head of Digital & Social Media
Tariq Naseer Lenovo Middle East Marketing Manager
Souheil Zahreddine Beyond Post Editor
Juliana Paracencio Memac Ogilvy Dubai Other Contributors
Luiz Vicente Simoes Memac Ogilvy Dubai Other Contributors
Links
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