Job:

Lenovo ThinkPad education campaign.

Brief:

Encourage schools to book a Lenovo ThinkPad product demo and create promotional literature to accompany the demo units.

Response:

’Lessons in toughness.’

Lenovo ThinkPads laptops are ideal for use in schools because of their rugged design. To persuade schools to book a product demo, I conceptualised and wrote a direct mail piece (amongst other assets) in the style of a school scrapbook. The piece included a sticker section at the back for the recipient to devise their own test, which Lenovo would attempt to recreate in class.

To accompany the demo units themselves, I wrote a booklet explaining the benefits of the Lenovo ThinkPad and their relevance to school classrooms. Crucially, and most interestingly, these laptops have to undergo several military-style tests to ensure their toughness – so I made a feature of them by giving them a page each with annotated diagrams.