|Title||A SIMPLE VISION FOR THE BETTERMENT OF PEOPLE’S LIVES|
|Product / Service||THINKVISION|
|Category||D01. Social Video|
|Entrant||KETCHUM Hong Kong, HONG KONG SAR|
|Idea Creation||KETCHUM Hong Kong, HONG KONG SAR|
|Idea Creation 2||PHOTONOW Hong Kong, HONG KONG SAR|
|Production||PHOTONOW Hong Kong, HONG KONG SAR|
|Vivian Chen||Ketchum||Account Director|
|Eunice Wong||Ketchum||Chief Growth Officer|
Lenovo ThinkVision first global B2C campaign was targeted niche professionals in architect, medical & finance, with a secondary objective in persuading B2B distributors to place order. It built resonance with targets by recognizing their shared vision with Lenovo on quality demand. Three social videos were tailored for the spread in Facebook, YouTube, and branded digital channels of Lenovo and distributors. The influencers were free of charge via partnership with Orbis International & WeWork, and the partnership allowed Lenovo to tap into the enclosed circles like Orbis’ 220,000 donators round the world and SMEs companies located in the global WeWork network.
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.
• Target audience: business customers • Relevance to platform: Lenovo’s website and global branded social channels on Facebook, Weibo and WeChat. • Approach: 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.
• Implementation: 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. • Timeline : Oct 2018 onwards (still ongoing) • Placement : Social videos • Scale: Lenovo's global website, and Lenovo's local offices in major markets like the US, UK, Germany, Japan, Thailand and India
• Reach : Over 1 million in US, UK, Germany, China etc. • Engagement :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. • Sales : 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. • Achievement against business targets: Even more significantly, the sales team received record breaking enquiries from current Apple and Samsung users.The campaign had received recognition from reputable marketing awards, such as APAC Stevie Awards, Shanghai Advertising Festivals, PR Awards etc.