OBJECTIVE
Channel partner awareness
BRIEF
The Lenovo Smartphones team wanted to create awareness among channel partners about select smartphone features. They wanted to avoid the usual route of emailers to communicate the same and instead make the information more accessible.
In addition, the team also wanted to ensure the communication was unconventional and catchy for channel partners who are used to receiving technical, content-heavy communication.
APPROACH
Quirky illustrations with witty copy that drew references between the smartphone features and pop culture and common sayings.
The idea was to resemble a fun WhatsApp forward rather than promotional or educational communication. The creatives were sent on alternate days for a defined period.
The brand received positive feedback from the channel partners and were able to successfully reach them outside traditional mediums.
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