This ultraportable, stylish laptop is more than just a typical laptop. The challenge was to strategically position the Lenovo IdeaPad Ultrabook in a crowded and competitive landscape, and stand out with a differentiated, emotional story.
Virsitil started with targeted personas to understand consumer ethnographies and conducted an engagement behaviors study on why, what, and how consumers interact with laptops on a daily basis with family and friends, and at work or school. Based on the study, Virsitil developed the “My Story” theme and campaign, which presented the Lenovo IdeaPad Ultrabook as the ultimate hub to house the unique, personal experiences that are essential to a person’s life.
Global millennial consumers, internal C-suite for product brand awareness
Developed brand personas, story theme, and narrative
Brand awareness increased by set KPI