Lumia needed to educate and excite consumers about their superior imaging features.
To highlight this USP, we adopted a strategy that showed how the art of storytelling can easily go awry using the popular South African board game, 30 Seconds. This humorous approach meant people wanted to organically share the content as it was relatable. We helped start the spread by sending influencers customised 30 Second games that incorporated elements of their personal life. We wanted to extend our awareness beyond the online space, so we decided to take 30 Seconds to the streets and test the public on their storytelling skills.
This campaign demonstrated the importance of online offline integration, as well as finding a common point that would relate back to the target audience.
A game of 30 Seconds: #Lumia30
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