Lenovo Middle East / 2016
Hadia Time
Time with your family became time for someone else to call theirs.
- THE IDEA
- Turn minutes away from a phone into mobile data that helps migrant workers call their families.
- MY ROLE
- Senior Creative Copywriter
- App downloads, approximately
- 31K
- Minutes of data for migrant workers
- 2.8M
Reported by Contagious, October 2016.
- CLIENT
- Lenovo Middle East
- AGENCY
- Ogilvy Middle East
- ROLE
- Senior Creative Copywriter
- TYPE
- Behaviour / Utility
- RECOGNITION
- Dubai Lynx Gold · MEPRA Bronze · One Show shortlist
The campaign
During Ramadan, Hadia Time gave people a reason to put their phones down. From 6 June to 5 July 2016, Lenovo’s Android app counted every minute a phone stayed locked between 7 PM and 10 PM. Lenovo matched that time with mobile data for migrant workers, helping them call their families back home.
The idea brought two needs together: giving more attention to the family beside you, and helping someone reach the family far away. Participants gave their time, without surrendering any of their own mobile data. Set within Ramadan’s tradition of giving, a simple nightly habit became a way to help someone else connect.
For Lenovo, the exchange gave its promise of connecting people through technology a practical role in people’s lives. The phone could bring families closer through a call, or by being put aside.
Launched through social media, Hadia Time recorded around 31,000 downloads and generated 2.8 million minutes of data for migrant workers, as reported by Contagious in October 2016.
Have a brief in mind?
Creative direction, writing and cultural thinking across Arabic and English.