The Brief

Lenovo ThinkPad wanted to demonstrate its lesser-known, yet amazing feature – The Spill-Resistant Keyboard. Spending money on mass-media campaign to publicize this feature was not smart. So the challenge was to find an unconventional way to reach our TG, and create buzz around the feature.

Describe how the promotion developed from concept to implementation

Despite their busy schedules, corporate executives visit their nearby tea-stalls for mini-breaks at least thrice a day. We spotted this opportunity to interact with our target audience and demonstrate Lenovo ThinkPad’s unique feature, in a unique manner. For a day, across Mumbai, these stalls served tea on Lenovo ThinkPads instead of regular aluminum trays, dramatizing the spill resistant feature of their keyboards.

Describe the success of the promotion with both client and consumer including some quantifiable results

In addition to creating a big buzz, 100% of the corporate executives who were exposed to the onground activity affirmed that they would enquire about spill-resistant keyboards with their respective IT managers. Moreover, brand awareness and brand re-call were recorded to be at its highest during the month of this activity.

Explain why the method of promotion was most relevant to the product or service

More and more executives eat and drink while working with their laptops – it may save time, but can play havoc with the machine in case of spillage. Demonstrating the spill-resistant feature right in front of our relevant audience in an unexpected manner helped generate curiosity among our TG, increasing brand recall and brand preference.