Adventures of HardwareZoners, a series of computer generated animation, is a new initiative done as a mean to increase brand awareness and encourage online discussions and generating interest among members. It provides an Innovative approach to advertising by means of strategic product placements.
This 4 part animation series was done with an external animation production company, using well loved characters from HardwareZone.com.
The series, was aired in over four weeks on our website’s TV channels in the region (Singapore, Malaysia and the Philippines). This was part of a marketing initiative by HardwareZone.com to reach out to a wider demographic with key messages on community building, a love for gadgets and the strength of our website.
Script development and conceptualization were done in-house while storyboards, CG production, rigging and pre-visualization were done with the animation production studio.
Though the series featured gadgets like the iPad and Android phone, we also worked with Canon regional to feature some of their imaging products like the Canon 600D, PIXMA printer and Legria camcorder into the plot and character development.
Engagement Rate of Videos
There are a total of 6 videos released in 6 consecutive weeks from 12 March 2012 – 20 April 2012:
- 1 trailer (30 seconds)
- 4 episodes (average 3 minutes each)
- 1 full compilation of 4 episodes
Actual views not only hit the target, but exceeded by 30%.
HardwareZone Personified had a high engagement rate among HardwareZone members with an original, innovative and refreshing campaign to brand HardwareZone and its mascots as well as foster a sense of identity to the site.
- More than 60% longer average time spent than anywhere else on HardwareZone
- Target viewership exceeded by more than 25%
- Brand recall for sponsor
- Product awareness for sponsor
- Forum threads on HardwareZone Personified had higher volume of
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