Inside Lenovo’s bold bet to make “AI-ready” the new normal
Lenovo Philippines launched the “AI Ready. Future Ready with Lenovo Yoga” campaign to accelerate consumer awareness and hands-on use of AI-integrated PCs, positioning its Yoga Copilot+ devices as differentiated offerings beyond traditional laptops.
The campaign centers on experiential marketing rather than product specifications, using an online “What’s Your AI-dentity?” microsite to profile user AI readiness through interactive prompts such as voice recognition and eye tracking, then converting results into shareable social content.
Physical activations were deployed to shorten the path from awareness to trial, with in-store AI-Ready Zones installed at Lenovo Experience Store in SM Megamall to drive device interaction and capture intent from high-footfall retail traffic.
Lenovo extended off-mall reach through the Yoga Street Challenge at The Pop Up Katipunan, using creator-led engagement to attract student and young professional segments and linking participation directly to store-level conversion via exclusive coupons redeemable at SM Marikina and SM North EDSA locations.
Host-led challenges and merchandise incentives were used as low-cost customer acquisition levers, trading branded giveaways for social amplification and foot traffic, while collecting behavioral signals on AI feature interest.
Strategically, the campaign reflects Lenovo’s effort to establish early consumer mindshare in AI-native PCs as Microsoft’s Copilot+ ecosystem gains traction, ahead of intensified competition from global PC vendors targeting the same AI-driven upgrade cycle.
The primary risk lies in translating interactive interest into sustained device demand, as consumer understanding of practical AI value remains uneven and price sensitivity in the Philippine market could limit near-term conversion despite strong engagement mechanics.
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