Lenovo ThinkStation Global Campaign

CLIENT

Lenovo

MY ROLE

Creative Concept, Art Direction and Design

AGENCY

Dentsu B2B (formally Merkle B2B)

AWARDS

ANA Global ACE Awards: 4 Golds
Graphis Advertising Awards: 2 Gold & 2 Silver
Campaign Brief ‘The Work’: Winner (B2B)
The Drum B2B Awards: Finalist
Singapore Marketing Excellence Awards: Finalist
The WARC Awards Asia-Pacific: Shortlisted

Overview

The workstation computer market is over-run with product centric campaigns that focus on specs, speeds, and feeds. Our goal was to shift the perspective of the Lenovo ThinkStation from one of solely power and performance, to one of promise and possibility.

Our creative approach was simple. If you can think of an idea, you can make it come to life on a Lenovo ThinkStation. This was succinctly summed up in the campaign line: THINK ANYTHING. MAKE EVERYTHING. Using this creative platform, we developed a brand awareness campaign targeted at creators and IT decision makers.

Campaign Visuals

The split screen approach of our campaign visuals clearly depicts the creative process from inspiration (left) to outcome (right). It’s a simple, visual device that showcases 2 images that at first glance look similar, but when you look closer, they reveal the leap of imagination enabled by the Lenovo ThinkStation. The placement of the Lenovo ThinkStation product image and wordmark in the centre of the campaign visuals, symbolizes the ThinkStation as the bridge between inspiration and creation.

15 Second Films

We developed a series of 15-second videos that showcase how a Lenovo ThinkStation could bridge the gap between inspiration and creation, thus creating a positive impact on society. Each video targets a specific industry sector, which includes AEC (Architecture, Engineering, Construction), Health Science, M&E (Media & Entertainment) and Energy.

6 Second Videos

We also developed a series of 6-second videos for pre-rolls and digital OOH.

Marketing Collateral

The campaign was rolled out across various social media platforms, OOH, digital and print assets. Additionally, I developed a comprehensive style guide to support Lenovo’s internal marketing teams in implementing the campaign globally.

Result

Through a well-crafted strategic approach and precise execution, the campaign delivered outstanding results, demonstrating its strong resonance and impact among target customer segments:

  • Amplified Global Awareness: Achieved an incredible 222 million impressions.
  • Increased Audience Engagement: Drove over 528,000 visits to the Lenovo website, with a 23% boost in return visits.
  • Enhanced User Interaction: Compelling messaging and content led to an average time on the website exceeding 2 minutes.
  • Surpassed Creative Benchmarks: Achieved a remarkable 106.67% increase in Click-Through Rate (CTR) and a 51% rise in View-Through Rate (VTR).
  • Boosted Global Sales: Contributed to a notable increase in sales worldwide.

Awards

This campaign won 4 x Golds in the ANA Global ACE Awards. 2 x Gold and 2 x Silvers in the International Graphis Advertising Awards. A winner in the Campaign Brief’s ‘The Work’ Award (B2B category) and also nominated as a Finalist in The Drum, Singapore Marketing Excellence and The WARC Awards.

Credits

Chief Creative Officer: Farrokh Madon
Associate Creative Director: Costa Popolizio
Copywriter: Farrokh Madon
Art Director: Costa Popolizio
Business Director: Darren O’Meara
Production Company: The Precinct
Film Director: Tony Prescott
Producers: Jane Larkins, Henry Motteram
Sound/music: Massive Music