The campaign objective was to raise awareness about YUWA (youth) and eventually drive corporate sponsorship for the new school. From a brand point of view Lenovo wants to make people connect to its core brand thought – “Fail Forward”. People know what Lenovo as a brand does, but little do they know what it stands for. Through the set of films, Lenovo’s philosophy of rising up and learning from failure ‘smartly’ – then moving forward, would be delivered. YUWA girls are living examples of this brand philosophy and hence the connect.
With the #PitchToHer campaign, Lenovo India had added a new spin to cause-driven campaigns where user contribution is always a challenge. The “Girls With Goals” campaign simply takes forward the brand thought process and kickstarts in style.