FUTURE ACADEMY
LUNCHBOX

"How do you break through the noise to engage the K-12 IT decision-makers who are bombarded with tech solutions daily?"


— Lenovo Education Marketing

Insight we discovered:

Many K-12 IT Decision Makers are tech-savvy professionals who geek out over nostalgic collectibles just as much as they do tech innovation.

Creative concept:
“Lenovo Future Academy”

Playing into the nostalgic interests of K-12 IT decision-makers, we designed a fictional cast of characters and sent out custom retro lunchboxes as part of a targeted direct mail campaign.

Lenovo Future Academy lunchbox slideshow
Lenovo Future Academy laptop

But there was a catch—it was missing the thermos. To claim their thermos and complete their set, recipients had to visit a landing page, driving engagement and capturing high-quality leads for Lenovo.

Results:

The campaign generated $3.2M in attributable sales, with 81% engagement and an 18% conversion rate, proving the power of tailored messaging and strategic outreach.

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Attributable sales

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Engagement

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Conversion rate

Lenovo Future Academy thermos slideshow