Being a late entrant in the India market, Lenovo placed 3rd in the PC category. They trailed HP and Dell due to a negative consumer perception of the brand. Lenovo wanted to break into the top 2 by focusing on after sales services to build a better brand imagery.
To improve customer perception of Lenovo’s after sales service to help build consideration for the brand.
Lenovo made significant improvement in service parameters, but customers still perceived the brand negatively despite their high scores in quality when benchmarked to competition.
With the use of deep listening, we discovered that Lenovo service, hidden behind telephones, social media and concrete walls was obscured from the customer’s view and customers only believe what they see.
We opened a window into the world of Lenovo Services to give customers a tangible feel of the effort the service team puts in behind the scenes to engender empathy for the brand. And we did this on a medium infamous for ruining service reputation of brands.
The campaign strategy was twofold: communicate speed of response & create a layer of transparency between Lenovo’s after sales service support and the end-users. In the first phase of the campaign, to communicate Lenovo’s swift consumer redressal, a series of videos were created that were pushed through digital media & few TV spots under the name #BreakTheWait.
To create transparency, we opened a live window online, over a marathon 48 hours & demonstrated how Lenovo solves service related issues. While the creative strategy was focused on showcasing the depth of Lenovo’s service, the media approach was made to demonstrate the breadth of Lenovo service's responsiveness.
To showcase Lenovo’s expertise, agility, and scale of PC services, we showcased ‘The Journey of A Query'. We demonstrated in real-time how a PC Issue gets resolved at Lenovo Service Centers.
Rahul Agarwal, the CEO of Lenovo introduced #LenovoServiceLive with YouTube vlogger Utsav Chakraborty. People responded with their service requests, and the response management team worked in tandem with the Lenovo service team to give real-time updates in 30 minutes flat.
As queries poured in, Lenovo’s Director of Marketing, Bhaskar Choudhuri, in a mean-tweets-esque setup took on the internet trolls, who in large part are responsible for the negative online perception.