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The Objective

“Lenovo was undertaking a category building exercise by investing in developing tier 3, tier 4 markets and by focusing on the first time PC buying audience. Lenovo’s vision was to create a digitally empowered society where PCs help just about anyone achieve their dreams.

‘Start up with Lenovo’ aimed and still continues to educate people on the importance and benefits of PCs as well as offer the financial means to purchase one. In line with the ‘Start up India, Stand up India’ campaign, Lenovo also wanted to engage with home-grown start-up heroes via outreach and activation programmes, showcasing their inspiring entrepreneurial spirit. Our objective was to create a destination for first-time PC buyers and enable the purchase journey. The key focus being to drive innovation / entrepreneurship by enabling PC usage as well as seamlessly integrating initiatives that drive thought leadership for Lenovo in the PC Category.

The Idea

“As a responsive website, the main USP of the site was that it was extensively localised to make computer knowledge all the more accessible. The content was designed in five regional languages – Tamil, Marathi, Hindi, Bengali and Kannada.

– A new user was greeted with options that gauged his understanding of computers and his immediate requirements right at the homepage.

– A QUICK QUIZ threw up relevant products while those completely new to computers were taken to a section WHY COMPUTERS that showed them how computers could benefit their lifestyle/work upon selection – I WORK, I AM A STUDENT, I AM AT HOME.

– Other key features including a HELP DESK, START UP STORIES, A section for CONTESTS, OFFERS AND DEALS.”

The Outcome

“The website was launched in August 2015 and we received over 50,000 unique visits within 2 months. – Average time spent being 4 minutes signifies users like to consume the website content. – Huge and active participation in contests- 1000+ entries in each contest held on the website. – Increase in footfalls and online buying trends for Lenovo pcs and laptops from tier-3 and 4 markets.”

Detailed case study


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