Lenovo were looking to drive uptake of the TruScale service in the Indian market. To do this, audiences would first have to become aware and familiar with the solution as the concept is still relatively new, and represents a step change from business-as-usual.
Lenovo needed a high engagement, high dwell medium to both create impact and educate audiences on the solutions mechanics and benefits. Print was recommend for each reach and deep levels of trust with Indian IT DMs.
To be able to connect offline exposure to the digital ecosystem, QR codes were placed within ad creative, driving users to campaign landings pages to learn more about TruScale.