Core submission Best PR Campaign: Public Awareness Lenovo x Food Angel: The Love of Food, The Food of Love

Entry Details Entry Category: (12) Best PR Campaign – Public Awareness Name of Campaign: Lenovo x Food Angel: The Love of Food, The Food of Love 3. Name of Organisation: Lenovo Hong Kong 4. Name of Brand: Lenovo 5. Name of PR Agency: Edelman Hong Kong

Entry Video https://youtu.be/OofJCk2QpYk

Challenge Campaign start date and end date: October to December 2015 Target audience: Every donation counts. In this campaign we target the general HongKongers who are often skeptical towards the impact of their charity donations, and aim to change their impression by visualizing the real difference Food Angel can make. Budget (HKD): 0 Market challenge: In Hong Kong, over 3,600 tons of food is discarded every day, yet one-third of elderly citizens struggle to meet their basic nutritional needs. These are invisible problems to most Hong Kongers. Food Angel works behind-the-scenes, collecting edible surplus food to cook and serve healthy meals to underprivileged communities. However, even though a HK$10 donation enables Food Angel to feed one person in need, research found that calls for more support were met with apathy as people could not visualize the impact of their donation. Objective: Food Angel, together with Lenovo, needed a campaign to increase awareness of the Hong Kong’s hunger issues and to drive donations from skeptical Hong Kongers, unsure of the impact of their donations, so that Food Angel could feed more underprivileged people.

Strategy Hong Kong is a city obsessed with gastronomy, so Lenovo and Food Angel wanted to encourage people to turn our love of food into the food of love for those living under the poverty line during the Christmas period. Even though it only costs Food Angel $10 to transform edible surplus food into a nutritious meal for a person in need, people were not donating. Why? Edelman conducted research which found that people were donating less to charities because they didn’t see the benefit or impact their donations were making. They didn’t feel connected to their beneficiaries. So, the campaign focused on creating emotional connections between target audience and beneficiaries through technology. To bring to life the warmth one small donation could bring, Lenovo set to connect the Food Angels with those who received their food of love with its device, instantly. X

Execution The campaign was divided into two phases: Creating the buzz: • At a restaurant, a group of unsuspecting customers were invited to donate to Food Angel. • Once the donation was made, and restaurant patrons’ meals arrived, they received a video call from the beneficiary on Lenovo’s phablet. The beneficiary thanked the Food Angel for their donation and shared their experience. • The whole interaction was recorded to create buzz and to share with public.

Execution Sustaining the momentum: • Video content was shared and amplified on social media platforms, including Lenovo Hong Kong’s Facebook and YouTube channels. Video was also aired for one month at Langham Place, one of Hong Kong’s busiest shopping mall, and three weeks on Buzplay , Hong Kong transit TV network comprising of 1,200 buses. Month-long airing at Langham Place

Results Increased donations and feed more underprivileged: 140% more meals served by Food Angel Communication Success: Over 855,000 views on Facebook and YouTube over the three-month period Video reached eight million passengers in Hong Kong over three-week period via Buzplay* *According to media partner estimation