Planning & Execution

Clicking the Same Vision of our Professional Targets


INSIGHT & BIG IDEA

We realized a commonality among business leaders and entrepreneurs round the world irrespective of the industries they work in. They are often driven by a higher purpose than money; they want to make their mark and bring about change either to their industry, their communities or their planet. This delivered our big idea: A Simple Vision for The Betterment of People’s Lives.


CREATIVE STRATEGY

The global nature of the brief made social media the natural channel of choice for message delivery as it would allow us to get right under the noses of our target audience with an easy call-to-action without the need for heavy lifting media relations. We would use social media video to demonstrate how simple product features can transform daily tasks to bring about impactful change. Rather than a one-off promotion we would create a sustained storytelling creative platform with three videos sharing a common message and each heroing the 15th anniversary edition for cumulative effect. Finally, we would leverage influencers and media buy to amplify our reach.

Some of the biggest and most demanding users of high-performance professional computer monitors are from the design, medical and financial industries. Explaining the needs of these professionals would demonstrate to a much wider audience why the choice of computer monitor can make such a difference.

A Simple Vision – for the Betterment of People’s Lives


We created three social videos each presenting real-life stories of selected influencers from each sector who have strong will to bring betterment to people’s lives through their work and for whom the computer monitor of choice is fundamental to the outcome of their work. Our influencers were:

1. Shuhei Aoyama - a famous Japanese architect who insists on the simplicity of design and believes i improvements in quality of life can be achieved without the constraints of size of living space.
2. Dr. Chris Neely – a medical advisor to Orbis International, the global vision-saving NGO, which has built the largest digital learning and training platform for eye doctors in developing countries.
3. Scott Sue, Chief Technology Officer at global fintech company Celer Technology - competing in one of the fastest-growing industry sectors in the world today.


The videos were pushed out via Lenovo’s website and global branded social channels on Facebook, Weibo and WeChat. Lenovo's local offices in major markets like the US, UK, Germany, Japan, Thailand and India which had invested in the program also shared the content via their local Facebook & YouTube channels. Participating influencers also shared the content on their social media feeds as did Lenovo’s distributor network.

Effectiveness / Results

The Visionary Campaign Pursued Breakthrough Results


Like ThinkVision monitors, the results of the campaign were crystal clear. Over the campaign period shipments of ThinkVision premium products more than doubled year-on-year. The 15th Anniversary model was out of stock before the campaign ended leading to pre-order queues for future deliveries. Even more significantly, the sales team received record breaking enquiries from current Apple and Samsung users.

Influencer uplift tapped support across Orbis’ global network of 220,000 donors, 440,000 fans of Shuhei Aoyama’s social pages, tenants of WeWork global network where Celer Technology is based as well as 100,000 Lenovo staff and distributors.