Use of Experiential Marketing
Client Lenovo India
Brand Lenovo
Agency Ogilvy & Mather Pvt. Ltd.
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.
Results In addition to creating a big buzz, 100% of the corporate executives who were exposed to the on-ground 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.
Solution 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.