The Challenge


Te Reo Māori is so much more than a language. It represents Aotearoa’s wonderful Māori culture, providing a unique lens of the world and different ways of thinking. In Te Reo Māori, a single word can encapsulate an entire concept. But just one wrong macron, or tohutō, can change its entire meaning. For example, kēkē means armpit, but keke means cake!

With the rising popularity of the Māori language and culture, Lenovo created a ground-breaking new Te Reo Māori laptop keyboard. With such an innovative product, the only challenge for Proposition was to create a campaign to raise awareness and get Lenovo’s fantastic new keyboard into companies and schools across the country. And ultimately, help keep the beautiful language of Te Reo Māori alive for generations to come.


The Solution

Our talented team created an engaging and emotive integrated campaign to launch and promote Lenovo’s Te Reo Māori keyboard. Writing, storyboarding and producing an emotive video, shot in Gisborne, to highlight the beauty of Te Reo Māori and its important place in New Zealand culture.

Proposition also organised and ran a launch event for the keyboard at Ngā Whare Waaeta Marae in Auckland, involving the local Māori community. Guests were greeted by a moving pōwhiri, reinforcing the magic and significance of Māori culture and language. A live Q&A session was held both physically and online. Plus, there was an in-person afternoon tea and gifts for everyone who attended. Our clever team also maximised the reach of this event by filming it to create social posts and case study videos for Lenovo to keep the conversation going and the campaign fresh.

Plus, when Lenovo partnered with Spark, we all worked together to create a promotional Te Reo Māori keyboard flyer. This was designed to raise awareness of Lenovo’s innovative new product and celebrate the new business relationship.


The Results

We raised awareness of Lenovo’s groundbreaking keyboard all over the world, with 34 pieces of news coverage reaching approximately 15 million people. 42 people attended the invite-only event in person, including ten local news reporters. Adding up to a huge amount of PR and successfully raising awareness of this great new product on a national and global scale.