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Campanie
JM
Lenovo wanted to create a back-to-school campaign for Yoga laptops. The main challenge was that parents do not yet associate laptops with the school supplies category, but teenagers are using computers for education more than any other instrument. Objectives - Increase Lenovo Yoga sales during the campaign period; - Raise awareness about the Lenovo Yoga laptop range;
General Information:
Strategy:
Strategy: In order to sell Lenovo Yoga laptops, we created a double-sided campaign that targeted teenagers (the users of the product) and parents (the buying decision makers) with different benefits relevant for each group. The side of the campaign targeting teenagers taught them how to convince their parents to get them a Lenovo Yoga laptop for the new school year. Parents campaign was focused on product benefits and price.
Execution:
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