Bobonete tried to fold an ordinary laptop. It didn't end well.
The Lenovo Yoga 3 Pro folds all the way back, it's very slim and it has a touchscreen. Explaining that usually takes a video review nobody finishes. So we gave the reviews to Bobonete, one of Romania's best-known comedians, and he turned them into stand-up.
The ideal solution for us was content that explains the benefits of YOGA in a way that grabs people's attention.
The challenge.
Reviews prove a laptop is worth buying. Nobody wants to watch them.
Most of what makes a new laptop better is technical, so laptop brands still need video reviews. But reviews are long and dry, and younger buyers scroll right past them. Lenovo wanted people to watch the Yoga reviews to the end, and to like them enough to share them.
Explain three things: it folds, it's slim, it has a touchscreen.
Make the reviews worth sharing.
The idea.
Can any laptop be a Yoga? Bobonete tried.
We asked Bobonete to review the Yoga the way he knows best, as stand-up. In each video he tries to give an ordinary laptop one thing the Yoga can do.
He tries to fold a laptop back 360 degrees.
He tries to slim a laptop down.
He tries to switch on the touchscreen of a laptop that doesn't have one.
Every attempt ends with the old laptop in pieces and the Yoga doing it properly. Short jokes also cut easily into clips for every social platform.
Three laptops, three attempts.
Tap a video to play with sound.
Bobonete folds any laptop 360°
1:30Similar budget to the year before. 34.7% more sales.
Compared with Lenovo's campaign the year before, which had a similar budget.
1,349,795 in total. The first 150,000 came in three days, before any paid media, and put the videos in the top 30 of YouTube Trends in Romania.
Over a third of all views came without paid promotion.
People appreciated the campaign on social media, and that quickly turned into a tangible gain in Lenovo sales.
Why it worked.
Stand-up instead of a spec sheet.
People share jokes, they don't share specs. Each video was a short stand-up set with one Yoga feature as the punchline.
One video, one feature.
Folding, slimness, touchscreen. Each video carried only one of them, so that one feature stuck.
The old laptop never survived.
Watching Bobonete try to turn an ordinary laptop into a Yoga, and wreck it, was the part people sent to their friends.
Straight from the comments.
The best ad.
YouTube userIf all ads were this good, I'd watch TV all day.
YouTube userBrilliant ad.
YouTube user
