Lenovo SMB ThinkBook Launch: Do the Unthinkable

Challenge

Our team helped Lenovo define and tap a key growth audience—the rising network of Gen Y/Z decision makers and influencers in the SMB segment—an audience segment we coined as “The New Workforce.” Their approach to starting, owning, and running an SMB introduced a fresh perspective on researching, buying, and owning technology. To compete, Lenovo needed to offer tech that would disrupt the category—without disrupting SMB budgets.  

Solution & Results

Enter Lenovo ThinkBook, a new computing product and service line that delivered the enterprise power and innovation of ThinkPad, at an SMB-friendly price point. Our research inspired our launch campaign that included video, digital, social, global paid media, influencer marketing, and experiential events—all under the creative umbrella that ThinkBook allows The New Workforce to “do the unthinkable.” Brand awareness rose 3% in key global markets, driving ThinkBook to #1 in sales in the Lenovo Channel EMEA-wide. 

Awards:

2023 Telly Awards: Online Branding

2022 aaf greenville Silver Addy: Integrated Advertising Campaign

2022 aaf greenville Silver Addy: Film/Video/Sound Branded Content