Adventures of the HardwareZoners – A New Initiative

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

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 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
  • Target viewership exceeded by more than 25%
  • Brand recall for sponsor
  • Product awareness for sponsor
  • Forum threads on HardwareZone Personified had higher volume
    of views than average threads