Title	THE BAPTIZER
Brand	LENOVO
Product/Service	LEGION
Category	G04. Social Behaviour & Cultural Insight
Entrant	EHRENSTRAHLE Stockholm, SWEDEN
Idea Creation	EHRENSTRAHLE Stockholm, SWEDEN

Name	Company	Position
Jonna Peltonen	Ehrenstråhle	Project Manager
Oskar Ferm	Ehrenstråhle	Art Director
Joakim Estemar	Ehrenstråhle	Copywriter
Anna Mattsson	Ehrenstråhle	Social Media Manager
Linda Engström	Ehrenstråhle	Graphic Designer
Lars Carlsson	Ehrenstråhle	Graphic Designer
Lisa Thunader	Ehrenstråhle	Graphic Designer
Susanne Åström	Ehrenstråhle	Graphic Designer
Satany Doughouz	Ehrenstråhle	Graphic Designer
Sofia Rönnqvist	Ehrenstråhle	Graphic Designer
Markus Bjurman	Ehrenstråhle	Creative Director
Karl Larsson	Karl Larsson AB	Photographer

Why is this work relevant for Brand Experience & Activation?

Gaming is a very hard and competitive industry with an audience that is extremely selective and immune to traditional advertising approaches. With our limited resources and budget, we aimed to create awareness and activation online around Lenovo’s gaming equipment ‘Legion’ on our market, true to the brand values “Different is better”. Target audience: Young Swedish gamers 18-30 yrs. The insight connected directly to the hardcore target group - Gamers create their iconic identity online, but offline they’re just regular people. We decided to erase the border between the two. “The Baptizer” changed your name. For real.

background

Situation: Gaming is a very hard and competitive industry with an audience that is extremely selective and immune to traditional advertising approaches. Brief: With our limited resources and budget, create awareness and activation online around Lenovo’s gaming equipment ‘Legion’ on our market, true to the brand values “Different is better” Target audience: Young gamers on our market, 18-30 yrs. Objectives: Create engagement awareness around Lenovo and its Legion gaming hardware.

Describe the creative idea (20% of vote)

Idea: Gamers create their iconic identity online, but offline they’re just regular people. We decided to erase the border between the two to show that Lenovo truly understands gamers. “The Baptizer” changed your name. For real.

Describe the strategy (20% of vote)

Target audience: Young gamers on our market, 18-30 yrs. When looking at the gaming community and its devoted young gamers we realized that all gamers live double lives. They have two personalities. One into which they are born and another one which they create by being successful. So we found that we could help them out and connect deeper with the most devoted gamers out there by showing we understand the way they live. Therefore, the idea was that Lenovo gave them the chance to unite the two personalities and show that gaming is as important to them as life itself, by letting them change their real names legally into their gaming aliases. We approached gaming icon HeatoN to take the role of the Baptizer - No other person could come closer to a godlike personality that would attract our target - and launched in two phases. Online and IRL.

Describe the execution (30% of vote)

The campaign had two main phases. First a cryptical teaser film, which launched the application on Lenovo's website. The film featured iconic gaming superstar HeatoN as our "Baptizer" and was launched in social media, created a buzz and lots of engagement which led to over 130 actual applications. This is incredible, when you realize the fact that they actually wanted to go ahead and change the names their parents gave them to put their gaming nicks in their id-papers. Even if there is a freak factor to the whole thing, the gamers loved it. Phase two was the actual baptism ceremony at gaming convention DreamHack. The interest soared at the event and even If only a lucky 20 were chosen for a baptize ceremony to shine in front of their loved ones everyone in the hall could feel the digital and the real world come together.

List the results (30% of vote)

The Baptizer was not only successful in the way it made a connection and credibility to the Lenovo brand by engagement and liking. It was also voted the best brand presence of this year's DreamHack by its visitors. Total number of applications for the ceremony: 130. Number of people being baptized: 20 Number of names changed with the Swedish tax office 17 (3 were disapproved!) Social media engagement: 198.134 Social media impressions: 1.994.300 Impressions for the rest of their lives amongst the 20 people who were baptized: 100%

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

When looking at the complicated and commercially shy gaming community and its devoted young gamers we realized that all gamers live double lives. They have two personalities. One into which they are born and another one which they create by being successful. Lenovo gave them the chance to unite the two and show that gaming is as important to them as life itself by giving them the chance to change their real names legally into that of their gaming aliases.