Client Overview

Lenovo is the world’s #1 provider of PCs for education.  Microsoft is a leading provider of technology and education software and services to the same market.

Situation

Microsoft is looking to reclaim OS market share from Chrome by bundling an education-only Windows version (Windows 11SE) with a new line of value-focused Lenovo endpoints.  All this was taking place as educators were headed back to the classroom to help students recover from dramatic pandemic-driven disruption.

Approach

Joint messaging and integrated campaign creative

Dialog needed to find build a campaign that let:

  • Microsoft sell both Windows 11 and Windows 11SE, specifically counteracting Chrome gains
  • Lenovo sell both higher-end teacher devices (Windows 11) and durable student devices

The campaign had to be unified creatively even as it took two paths:

  • Messaging focused on durable, intuitive learning devices
  • Built around reliable, devices and services for teacher and staff

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