2016 Winners & Shortlists

Brief Explanation

Lenovo wanted to launch the Yoga 900 laptop. This 13-inch 2-in-1 laptop is the world’s thinnest convertible with an elegant and durable watchband strap. Aside from it’s amazing technical specifications, the Yoga 900 is a highly adaptable device, with four usage modes including laptop, stand, tent and tablet. The main challenge was to launch the product on a shoestring budget and yet get it noticed by potential buyers. The Yoga 900 had to make a clear differentiation from the previous Yoga products because of its unique features while aiming to become the top choice of consumers.

Results and Effectiveness

Customers were quite intrigued by the display. It took them a while to accept the fact that it was an actual device and not just an image. They were extremely impressed with the size, sleekness and flexibility of the device. Not only did this drive sales but Lenovo has emerged as a leader and a brand of choice, in the 2-in-1 category.

Creative Execution

Faced with extreme budget restrictions, we had to make the best of what we had. So we converted a normal light box into a window display unit. We also did not use an image of the product. Instead, we put an actual product on the display unit. This demonstrated the size, sleekness, elegance, durability and adaptability of the device. It also gave customers an opportunity to touch and experience the product.

Insights, Strategy and the Idea

With the aim of tapping into the technology savvy and young urban professionals who are always on the go, the product display was strategically placed in-store. The execution of the display unit was aimed towards on ground activation; focusing on the audience, the passerby’s of areas that had great impact of passive/active users of technology.