Challenge
The mobile phone market in India is saturated with cheap phones and copycats. With Samsung dominating the mobile phone market with their wide range of products catering to different target audiences, Lenovo couldn't do the same if it wants to stand out.
The mobile phone market in India is saturated with cheap phones and copycats. With Samsung dominating the mobile phone market with their wide range of products catering to different target audiences, Lenovo couldn't do the same if it wants to stand out.
Lenovo wanted to launch a product that hits at the mid market. A phone that's fast with the latest technology but yet affordable.
Solution
We introduced the Z2 as being the phone for people who are tech-savvy through a film. These are the guys that are right up to speed on all the latest technical innovations out there. They are always on their phone, working, playing and even dating.
With the Z2, they will be on the fastest route into the future.
We launched the phone with a film as well as etailers on flipkart aimed at the target audience.
