Samsung Chromebook – Hashtags

Not a notebook. Not a tablet. #wtf

In which product category Samsung Chromebook fits in? Is it a tablet? Is it a notebook?

How could we explain the product features to the target in a simple, direct and appealing way?
Comparing it to notebooks and tablets and pointing out the cons of these other devices in a fun and ironic way. To do that, we took advantage of a strong cultural movement: the hashtag. Nowadays, it is the ultimate way of self-expression, and it always brings a lot of humor and wit to the table. #hellyeah

The battery lasts no longer than most relationships I had. #foreveralone

The antivirus pops up every single minute. #badluck

My notebook always gets hot when I sit it on my lap. #naughtyboy

It was a 100% integrated campaign planned to last for six months. Its many phases included guerrilla marketing, content produced by influencers with ChromeBook, a college hackathon, online advertising, print, OOH, events and an itinerant bus where anyone could learn from experts about design, architecture, idiom, programming, etc.