Lenovo
Future Lunchbox Academy
“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
Many K-12 IT Decision Makers are tech-savvy professionals who geek out over nostalgic collectibles just as much as they do tech innovation.
Idea
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.
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.
Impact
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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