Flexible: Friend or Foe?
At IFA 2015, Lenovo sought to not only launch its latest products, but also to promote its new brand identity in EMEA and position itself as a premium innovator in the technology space. To do this, we took IFA beyond the trade show floor to execute the company’s first ever three-day pre-trade show event at unexpected venues.
The creative execution of Lenovo’s ‘Berlin Holiday Product Launch’ focused on targeting new audiences, including social influencers and brand fans, and creating a journey to lift the event from a standard press conference to an experiential journey through Lenovo’s innovation story. This was achieved by leveraging the strong media presence at IFA to host a three-day trip where guests could physically interact with and “hack” the Lenovo logo on a graffiti art tour, speak directly to the CMO about the creative process for the new brand identity; and create an environment which allowed the new products to speak for themselves and drive direct audience engagement.
Not only did 525 media attend the Berlin launch event – resulting in more than 3,200 piece of coverage – but the social engagements totalled an impressive 12 million and achieved more than 589 million impressions.
Targeting new audiences through social influencers, leveraging the media at IFA and hosting a three-day event, we helped Lenovo to reinvent the brand in EMEA.