# Sassy Smartphone Campaigns Lenovo's Phone Marketing Campaign Urges Customers to Pass On the iPhone By Rahul Kalvapalle | Published 2016-09-16 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/phone-marketing References: [prnewswire](http://www.prnewswire.com/news-releases/lenovo-moto-unveils-skip-the-sevens-campaign-300329162.html) & [youtube](https://www.youtube.com/watch?v=hQcIzfdm8U4) Lenovo-owned [Motorola](https://www.trendhunter.com/trends/playful-phone-experimentation) [Mobility](https://www.trendhunter.com/trends/tmap-mobility) launched a smart and sassy phone marketing campaign to encourage smartphone buyers to think past the iPhone, by focusing on the fact that Apple's new [iPhones](https://www.trendhunter.com/trends/macbook-neo-2) usually feature very minor and incremental improvements rather than the big upgrades that Lenovo believes customers prefer. The ad includes a number of newspaper, magazine and television ads that are designed to drive home the message. One of the best examples is a video that exposes Apple loyalists' supposed delusion by duping focus group attendants into praising devices that they thought were iPhones but were actually Moto Z and Moto Mod devices. The campaign's name was clearly conceived to refer to the iPhone 7 and was timed to release on the eve of the iPhone 7's release, an excellent example of timing of a marketing campaign being perfected to increase context and impact. ## Trend Insights (Trend Hunter) - Score: 1.3/10 - Popularity: 6% | Activity: 26% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) > [Mobile](https://www.trendhunter.com/mobile) ## Key Themes ### What Makes This Trend Stand Out - **Anti-iphone Marketing:** Marketing campaigns designed to encourage smartphone buyers to think past the iPhone by exposing minor upgrades and praising big upgrades - **Product Duping Campaigns:** Smart and sassy marketing campaigns that shine a light on customer loyalty and the power of perceived branding - **Timing-perfected Marketing Campaigns:** Marketing campaigns launched at the right time to increase their impact and the context in which they are perceived ### Sectors Adopting This - **Smartphone Manufacturing:** Innovative rebranding and marketing campaigns that encourage consumers to think past brand names and focus on product features - **Marketing/advertising:** The use of smart and sassy marketing campaigns to expose the power of perceived branding and customer loyalty - **Consumer Electronics:** Product duping campaigns that shine a light on the power of branding, marketing, and the perception of a product's features and benefits ## Related on Trend Hunter - [Distraction-Free Flip Phones](https://www.trendhunter.com/trends/consumer-cellular.md) - [Reimagined Smartphone Campaigns](https://www.trendhunter.com/trends/pixel-in-the-clutch.md) - [Wacky Design Smartphones](https://www.trendhunter.com/trends/playful-phone-experimentation.md) - [Smartphone Seating Campaigns](https://www.trendhunter.com/trends/samsung-galaxy-z-flip-4-promotion.md) - [Swapped Phone Campaigns](https://www.trendhunter.com/trends/kitkat-phone-break.md) - [Horror-Themed Phone Campaigns](https://www.trendhunter.com/trends/join-the-flip-side.md) - [Gen Z AI Campaigns](https://www.trendhunter.com/trends/lenovo-6.md) - [Mobile Device Durability Ads](https://www.trendhunter.com/trends/apple-trust-issues.md) - [Analog-Themed Camera Campaigns](https://www.trendhunter.com/trends/analog-life.md)