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Squashing the hype around increased display sizes and megapixels, Lenovo has launched a campaign challenging Apple and Samsung users’ idea of innovation.
Lenovo has created a campaign around its latest products, the Moto Z and Moto Mods. Titled Skip the Sevens, the marketing push takes a stand against incrementalism, which the brand says are the marginal changes consumers have become accustomed to while waiting for the next ‘big thing’.
The campaign’s aim is to shift the focus to a fresh modular ecosystem designed to turn the current smartphone paradigm on its head. Urging consumers to reconsider what real innovation means, the promotional effort includes print and digital ads directly targeting Apple and Samsung users.
The technology company is set on transforming the user experience so as to allow consumers to shape their mobile device into exactly what they want and when they want. The centrepiece of the advertising campaign is a video which exposes the blind brand love consumers have for Apple.
Lenovo Moto hosted focus groups with iPhone fans who were led to believe that they were seeing and providing feedback on new iPhone prototypes. In reality however, the participants were having an up-close experience with the recently announced Moto Z and Moto Mods without branding.
Believing smartphone innovation has stalled, the brand shared that it believes different is better and promises to challenge industry standards in an ongoing effort to drive the conversation forward. While leading brands remain focused on incremental product improvements, Lenovo has other plans.
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