“Dream to DO” Education Campaign

Lenovo

Lenovo wanted to increase awareness of its first ThinkPad laptop designed specifically for students, as well as demonstrate its commitment to education amongst key education decision-makers and influencers: principals, IT directors, teachers, parents and students. The Woo created a multi-platform program with a single microsite hub that simultaneously engaged multiple audiences. Program elements included a $50K Technology Makeover Contest for schools, an interactive product tour, as well as lesson plans (including free classroom materials) for teachers to inspire K-8 students to ‘Dream to DO’ great things. The program earned high marks all around - lesson plans averaged 400 teacher requests per day, and the contest garnered thousands of entries in addition to millions of media impressions.

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