Lenovo
Business to Consumer
Branding different is better
Lenovo is one of the world’s largest technology companies, known in the US as the maker of ThinkPad business laptops.
The challenge: How can Lenovo differentiate itself from it’s competitors in an industry that has become increasingly commoditized?
The solution: Differentiate by embracing different. Different is the relentless drive to innovate from the pocket to the data center.
Brand Strategy • Brand Design • Brand Expression • Brand Guidelines
Yogabook - No more same
The Yoga range of devices were the first computers to introduce the convertible 2-in-1 form factor.
The challenge: How does Lenovo drive Yoga brand awareness while also informing consumers of the nascent category?
The solution: Create such a distinctively Yoga aesthetic to reflect the unique aspects of the brand’s products and the category form factor.
TVC • OOH • Video • POS • Social • Web • Email • Banner • Events
Yogabook - Discover Yoga
As the category became more established, Lenovo wanted to position Yoga as it’s premium consumer device.
The challenge: How do you showcase the stunning industrial design and build of this premium product while presenting it’s key functionality and features in a unique and compelling way?
The solution: What makes a Yoga so desirable? Simple. It’s details. This campaign explores those details in a way you’ve never seen before.
TVC • OOH • Video • POS • Social • Web • Email • Banner • Events
Legion - Stylish outside, savage inside
Legion is Lenovo’s gaming platform. Extensive research revealed that there are a large percentage of people who enjoy gaming but don’t want to be considered gamers.
The challenge: How do you market a gaming device to people who, while they do play games, don’t want to be considered gamers?
The solution: Subvert tropes and play on the notion of something that is there but not there, something that hides it’s true intentions.
Brand Strategy • Brand Design • Brand Expression • Brand Guidelines • TVC • Video • POS • Social • Web • Email • Banner • Packaging • Events
Lenovo
Business to Business
Thinkpad 25th Anniversary
The ThinkPad is an iconic laptop, first launched by IBM and then sold to and improved upon by Lenovo.
The challenge: How should Lenovo mark 25 years of continuous innovation in a way that is respectful of the products rich heritage?
The solution: By celebrating the ThinkPad’s many accomplishments using the products most iconic characteristic, the red trackpoint.
Video • Social • Web • Email • Banner • Events
Breaking free of legacy technology
Lenovo’s Data Center business is an important and growing devision of the company’s portfolio. To fuel further growth Lenovo partnered with NetApp.
The challenge: How does Lenovo make this announcement interesting to the wider business community?
The solution: Take a 50 year old technology, ethernet, and show how it is holding companies back from innovating, progress and growth.
Print • Social • Web • Email • Banner
Lenovo
Internal employee engagement
Teaching Lenovo to Love on
Lenovo ranked poorly for corporate philanthropy. A first step to address that was to rename Motorola’s foundation the Lenovo Foundation. A second step was to engage Lenovo’s 52k+ employees.
The challenge: How can Lenovo engage employees to participate in and take ownership of corporate philanthropy?
The solution: Infuse the program with Love. Love for each other, Love for those less fortunate, Love for doing good. Encourage Lenovo employees to shake up the order of things and to Love on.
Video • Social • Web • Email • Banner • Events
Employee Engagement
A worldwide internal survey revealed that employee moral was low. A common complaint was that employees didn’t feel their job connected to a larger purpose.
The challenge: How do you give value to each and every employee and connect their roles to something bigger than themselves?
The solution: Find real stories of people using Lenovo products to do amazing things and tie these endeavors directly back to employees.
Installation • Social • Web • Email • Events
Caring for people with PeopleCare
Lenovo Customer Complaints team suffered from low moral and high turn-over having to constantly deal with angry and frustrated customers.
The challenge: How do you turn the negative aspects of this department into positive challenges to motivate and inspire the team.
The solution: Change the name of the department, then introduce a 10 point charter marking various accomplishments that each team member can strive to achieve.
Video • Print • Screensavers • Badges • Installations • Merchandise
