Lenovo stands out in the world of tablets about as much as a beige house in a suburb. Not that there’s anything wrong with their products, they just don’t separate themselves from the very crowded marketplace. Their latest, the Yoga, came with the offering of a built in 50″ projector.
Our idea was to lead with the key differentiator. Large outdoor introduced the concept of a 50-inch tablet and get people asking questions. Smaller outdoor and wild postings showed the actual physical dimensions of 50″ and at night showed contextual movie scenes using the actual tablet projector. A pop-up store and giveaways put the Yoga in people’s hands and anyone who bought or won one left with a limited-edition box that contained the tablet, and was also a fold out 50″ projection screen/picnic table with cupholders.
Buick \ GMC \ WD \ Lenovo \ Bank of America \ Easton \ Virgin Mobile \ adizero/Dick’s \ Pony \ ESPN Zone \ Peace Players \ Daughters & Sons \ OC Fair \ Harley Davidson \ One Day For Good \ Orphans