Lenovo's #GiftThemBelief a strong idea with meek social execution

Social Samosa takes a look at Lenovo's recent campaign, #GiftThemBelief is aimed at helping parents and children look beyond marks and colleges and focus on their ultimate dream.

Youngsters today lead a very stressful life; there is immense pressure on them to perform well in academics to get admitted in the top colleges. Lenovo’s recent digital campaign, #GiftThemBelief delves into this issue and highlights that it doesn’t matter if your marks are low and you can’t get through to the best college. The film explains that marks can never decide one’s future; it is the power of belief, which is the only mantra for success.

The campaign garnered more than 1 million views in 6 days of its launch on Lenovo India’s YouTube channel. The 1:32-minute long film is conceptualized by Ogilvy & Mather.

The brand has taken a creative route to promote their product. It has managed well to connect with its target audience and subtly place the product in the end as well. At a time, when the school board results are out and students are under undue pressure to get admission to the best college, Lenovo India through this campaign targets these students and gives them a ray of hope. It assures them, that no matter what, they will help them in their journey to a successful career.

Expert View

Giving his views on the campaign, Deepak Singh - Chief Creative Officer, The Social Street, said, “I quite like the topic they've chosen to talk about. In a world of endless competition, kids are getting depressed and face many psychological problems. It's time we make them believe in themselves and encourage them to stand up and fight back.”

He further added,

“The casting is nicely done and the message given out is quite simple and to the point. May be they could have looked at something shorter, as it gets a bit redundant towards the end. However, I really appreciate that clients are becoming open to creating communication; with not a very forced product connect.”

Social media conversations

The brand is engaging with the audience with hashtags, #DifferentBelievesBetter, and #GiftThemBelief

Rahul Agarwal, MD, Lenovo India tweeted about the campaign where he urged people to stop prioritizing marks over one’s dreams.

There were moments in our lives when we prioritized marks over our dreams. Maybe, it's time to make a change. #DifferentBelievesBetter https://t.co/cTZwaSz8XO

— Rahul Agarwal (@rahul610) July 10, 2017

In spite of the strong message, the brand failed to create conversations on Twitter. Their Facebook post of the video managed to create an overall positive sentiment.

In 2016, Lenovo in association with YUWA launched a campaign called ‘Girls with Goals’ with Bollywood actor Ranbir Kapoor. The initiative was aimed to call upon the people of India to be a part of the inspirational journey of the YUWA team for the Donosti Cup in Spain.

The campaign documented the girls' unusual and inspiring journey from a small town in Eastern India to representing the nation at an international sports tournament. The aim of the campaign was also to raise funds for the girls helping them realize their dream of building a school in Hutup.

On the digital front, Lenovo has taken a native route, with inspiration, dreams, and passion at the core of their communication. While Girls With Goals managed to create a mark in the socialverse because of its long shelf life, it might not be the same  #GiftThemBelief owing to the cluttered video content space. How the brand proceeds now, will determine the fate of a strong idea executed well. ">

Read: Novotel Goa busts the youth only stereotype of the place with #GoaForKids