Lenovo Moto Unveils "Skip the Sevens" Campaign

Brand issues new marketing campaign challenging smartphone industry leaders to deliver meaningful innovation

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Sep 15, 2016, 05:11 ET

CHICAGO, Sept. 15, 2016 /PRNewswire/ -- Smartphone innovation has stalled. Leading brands are focused on incremental product improvements - display sizes increase by fractions of an inch, cameras change by a few megapixels - and consumers often have to wait two more years for the next "big thing." Unfortunately, consumers have become accustomed to these marginal changes. Ahead of iPhone 7 availability tomorrow, Moto is taking a stand with its new "Skip the Sevens" marketing campaign, which officially kicked off today.

Moto Mods Presents: Skip The Sevens (Focus Groups)

Skip the Sevens With Moto Z family and Moto Mods

The campaign includes full-page advertisements (print and digital), directly engaging Apple and Samsung users, urging them to reconsider what real innovation is. Lenovo is pointing to its latest products, Moto Z and Moto Mods, as clear evidence of its stand against incrementalism, having introduced a new modular ecosystem that turns the current smartphone paradigm on its head, allowing consumers to turn their smartphone into exactly what they want, when they want.

Also part of the campaign is a video that exposes consumers' blind brand love for Apple. Moto hosted focus groups with iPhone fans who were led to believe they were seeing, and providing feedback on, new iPhone prototypes. However, in reality, they were seeing the recently announced Moto Z and Moto Mods without branding. The results were astounding, proving that people sometimes harbor blind love for certain brands, even when those brands aren't offering real innovation. The reactions also showcased just how innovative Moto Z and Moto Mods truly are.

Lenovo believes that different is better and remains committed to challenging industry standards in an ongoing effort to drive both the conversation and innovation forward.

About Lenovo
Lenovo (HKSE: 992) (ADR: LNVGY) is a $45 billion global Fortune 500 company and a leader in providing innovative consumer, commercial, and enterprise technology. Our portfolio of high-quality, secure products and services covers PCs (including the legendary Think and multimode YOGA brands), workstations, servers, storage, smart TVs and a family of mobile products like smartphones (including the Motorola brand), tablets and apps.

Video - https://www.youtube.com/watch?v=hQcIzfdm8U4

Photo - http://photos.prnewswire.com/prnh/20160915/408409-INFO

SOURCE Lenovo