To address this challenge, we proposed revitalizing Lenovo's image to make it more appealing and relevant to teenagers. We aimed to capture not only the attention of young people but also the interest of parents who make the purchasing decisions.

Our solution was a bold campaign with the main message #MinКsenerernis. This campaign was designed to resonate with both students and their parents during the back-to-school period. To reach our target audience, we created a 360-degree campaign that included radio, print, OOH, in-store, and digital materials.

Our approach proved successful, with Lenovo becoming the top laptop brand during the back-to-school season, boasting a 33.2% market share (Sept-Nov). The campaign generated 10 million impressions, 1.3 million unique users, 20,000 site visits, 10,000 engagements, and 825,000 video views.