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Case Study

IMPACT

  • 22 pieces of coverage including – BBC News Online, BBC Tech Tent, key education trades such as Teacher Toolkit and QA Education, and key technology trades such as ComputerWeekly and Information Age
  • 418, 891+ views of the Croydon High School social media videos
  • 22 direct sales leads from UK schools and education institutions

Bringing Lenovo Education Solutions to Life

Lenovo is one of the world’s leading personal technology companies, producing innovative PCs and mobile devices. Now, #286 on fortune 500 list, Lenovo is the world’s largest PC vendor and through its ownership of Motorola, the fourth largest smartphone company.

From a commercial perspective, Lenovo is known largely for its robust ThinkPad range but limited visibility into the work its doing with smart devices. It also isn’t necessarily known for specialising in specific verticals.

3MZ were challenged with raising awareness of the work that Lenovo is doing within the education sector, using the BETT international trade show as a key moment in time to capitalise on.

3MZ worked with Lenovo to deliver an integrated campaign that covered research, media relations, influencer relations and social media. It began by amplifying Lenovo’s presence and sponsorship of the BETT show, the UK’s leading education technology show.

To give Lenovo a stronger voice as part of its presence at BETT, 3MZ undertook thought leadership research, surveying teachers on the value of VR in education. This supported the strengths of Lenovo’s Mirage Solo with Daydream VR product. The research was launched at BETT and delivered Lenovo’s VR messaging with solid proof points to national and trade media.

Lenovo reached BETTs broad education audience via a speaking slot at the event and panel discussion with Google, and Adrian Moisson, creator of wildlife-based VR content. A key industry influencer, children’s presenter Helen Skelton, hosted the panel and added insights to the research. Helen helped amplify Lenovo’s products and research through her network and own social channels.

To truly bring Lenovo’s value in education to life and to help schools visualise its potential, 3MZ created a social media campaign that ran concurrently, demonstrating how Lenovo’s tech is inspiring the brains of the future at Croydon High School. Featuring videos and still images, and interviews with teachers and students, this marked Lenovo’s first commercial approach to storytelling.

The campaign has generated 22 new quality sales leads to date.