Target Italia accepted the challenge, playing in an original way on some services offered by Spazio Lenovo for its clients, denominated Tech Concierge (first startup and Windows configuration, data transfer from the previous device, email setup, and much more).

Two actors were engaged in the guise of elegant Concierges, who roamed the streets of Milan in order to capture the attention of passersby and convince them to head toward Spazio Lenovo to discover what lies behind this fantastic Concept Store.

The Concierges, with professionalism and friendliness, handled the distribution of The Tech Times, a ‘newspaper’ in which the current commercial offer was published, along with genuine news about the world of Lenovo and Motorola.

The Concierge concept then concluded in-store with an installation designed to welcome customers in an elegant and memorable way.

Parallel to the Tech Concierges’ activity, two other figures, called Tech Experts, handled the specific engagement of the business target audience, directly visiting nearby companies and professional offices to introduce them to the Store, the services offered, and to give them ’emergency buzz gifts’ , intended to recall the usefulness of Spazio Lenovo, where they can find a solution for every technological need.

The Concierge format was born with the objective of underlining Lenovo’s concept of ‘humanizing technology,’ which, through its flagship store, offers clients a distinctive service that other stores do not offer or charge for. At the same time, Target Italia wanted to create a direct relationship with shoppers, thus implementing a captivating strategy for the traditional business target audience.

Target Italia handled the entire management of the activity, from the conception of the concept to the recruiting of the personnel involved, the management of the Guerrilla activities, and even the creation and production of gadgets and costumes, thus contributing in an original and fun way to increasing the visibility of the brand and its Flagship Store.