Lenovo | It's the Business
For ThinkPad’s 25th birthday Lenovo ran a global fan testimonial campaign. We were tasked with creating a campaign to address UK internal, channel and end user audiences.
Agency | April Six
About
Lenovo ThinkPads are considered the world’s toughest laptops and for ThinkPad’s 25th birthday, they ran a global fan testimonial campaign. We were tasked to complement this advocacy campaign, but, without changing the testimonial construct, deliver more impactful creative for the UK internal, channel and end user audiences. A tough proposition, just like ThinkPad.
Creative response
ThinkPads were generally perceived as ‘work’ laptops, however we repositioned ThinkPad with the line: ‘It’s the business’. This acknowledged ThinkPad’s workhorse heritage whilst addressing the growing market who only wanted one laptop in their lives. It also talked to the channel audience who were interested in what ThinkPad could do for their businesses. Ideally we needed famous icons and influencers of all ages, to recount how and why they used ThinkPads to run their businesses. We needed to then bring these characters to life in film, digital and channel events. So we enlisted Santa Claus, Lady Luck, The Devil & Cupid to tell their very different ThinkPad stories.
Event days
After the initial films were created, we continued to provide new and exciting themes for each of the quarterly event days. Following from the character led routes, we created days based around Formula 1, Mission Thinkpad and All-Round Star Performers. For each event we created office branding, digital communications and generated ideas for interactive competitions. The events were widely posted on social media, and raised the awareness of Lenovo Thinkpad.
The results
From the initial films, through to every event day, the campaign grew in strength. Lady Luck hosted over thirty themed events, helping to drive a 49% increase in sales during the initial phase of the campaign. We delivered 47 events, trained 2215 sales people and had +27% in loyalty scheme engagements. The campaign itself has gone on to win two Silver B2B Marketing awards in Best use of creative (2018) and Best channel marketing initiative (2019).
Recent Portfolios
SAS | Making AI Business-Smart
SAS | The Unknown
O2 Business | IoT Connectivity
