Lenovo has launched a campaign to announce its new education solution for consumers – Lenovo Aware. The three series short-format TVCs highlight school friendships, and aim to position Lenovo Smart Learning Solutions as a ‘school buddy’ while working from home. Taproot Dentsu has conceptualised the campaign.
The campaign stems from the insight that students and parents need the right solutions in the virtual learning setup. With new features like the ‘Attention Function’, ‘Break Reminder'’ and ‘Posture Reminder’ for online education, the software looks to help consumers take control of their own digital wellness and better track an at-home student’s engagement.
Amit Doshi, chief marketing officer, Lenovo India said, “Students miss meeting their friends at school and therefore the fun and camaraderie that come with it. While a technology device can never truly substitute for a classroom pal, it can be ‘the smart companion’ for an improved learning experience at home. As students get started with the new education session, this campaign attempts to highlight these real-world learning challenges and suggest a possible aid to parents. It is interesting and ironic that we found inspiration in a ‘pre-pandemic physical classroom’ and would like to thank Taproot Dentsu for helping us translate it into reality.”
Neeraj Kanitkar, ECD, Taproot Dentsu, Mumbai, added, “Lenovo IdeaPad with Smart Learning Solutions makes LFH that much better for students. So, while crafting the campaign we relied on the one thing that makes school such a delight – a friend one can count on. Whether it is saving you out of a tight spot or getting you to be better or putting you at ease – a good friend is never amiss. And the Lenovo IdeaPad fills that gap, while students are still stuck at home, quite admirably.”
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