Goals and objectives
Following a year with a focus on gaming, Lenovo wanted to shift focus and draw attention to the Lenovo Yoga series: a series of high-end and high-performance lifestyle laptops.
It was important to establish Lenovo as a conscientious brand with strong products and integrated campaigns. Hence, an effective and strong value-adding campaign was needed.
The objective was to create an engaging campaign. As Lenovo is only concerned with engagement – not reach – in terms of KPIs, it was vital that the campaign activities provide the target group with great value.
In the creative concept development, Gonzo Media and Lenovo decided they owed it to the brand to be ambitious in the campaign planning, as the gaming campaigns for Lenovo Legion had gained substantial focus in the given target group and therefore deemed it important to apply the same level of ambition for Yoga.
Consequently, an objective from the outset was to establish a value-adding and emotion-based campaign for Lenovo Yoga.