Putting engineers in space with Microsoft
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.