Market leading launch of Lenovo’s “Holiday Range” products
- 350 worldwide media attendees & 700+ media live streaming via multiple channels
- Launch of new “Holiday Range” products
- Goal to create global buzz
Need to Know
- Global media buy-in critical to ROI
- Looking for a program that would be different, innovative and disruptive
The BriefLenovo needed to launch its new “Holiday Range” products to an invited audience of 350 worldwide press, live media streaming audience and key Lenovo personnel. With a challenge to surpass the success of their previous launch (featuring Ashton Kutcher live) that we designed, our task was to design and produce an environment which would capture the audience's imagination, create a buzz and unveil new products and technologies.
The SolutionDelivering production, logistics, creative and communications, we worked with Lenovo to deliver an experience with intense audience interaction through exceptional and immersive experiences. We developed a full communications strategy, creating an aspirational environment featuring curved LED and moving walls which provided immediate brand immersion and setting the scene for the exciting launches during the event.
The ResultsWith the success of the event being measured against global social media imprint, the live streamed program engaged 58 million people across 129 countries, the most successful activity for the brand ever. Ranking #3 on Share Of Voice during the event period, the event continues to experience outstanding coverage with over 7,000 articles to date, and at its peak, the global reach of stories was estimated at around 6 million.
My view of Lenovo changed as a result of this event; this brand seems to be so exciting, on trend and visionary
With a challenge to surpass the success of their previous launch (featuring Ashton Kutcher live) that we also designed, our task was to design and produce an environment which would capture the audience’s imagination, create a buzz and unveil new products and technologies. We achieved this through intense interaction with the audience and by creating exceptional and immersive experiences.
As a “live” launch with over 700 media streaming through multiple channels, social activation and amplification would play a critical role in the event’s global success. The ambitious launch included new product presentations in addition to a fully hosted programme for media participants and guests.
Delivering production, logistics, creative and communications, we worked with Lenovo to deliver the full communications strategy, creating an aspirational environment featuring curved LED and moving walls which provided immediate brand immersion and setting the scene for the exciting launches during the event.
Initially our approach was to integrate the creative venue solution with the new-to-market products. E-Werk was chosen as the venue offering a unique space and a blank urban canvas to stamp Lenovo’s brand on. Once the key products were revealed to us, we focused on creating spaces where the audience could collectively share both physically and online. We designed extensive engagement zones featuring the latest Lenovo technologies, enabling products to become “shared moments” and meeting our client’s expectations of an event program that would be different, innovative and disruptive.
With global media buy-in a critical element to the ROI, a unique media product experience was achieved through the design and build of specialist zones, including social media walls and pillars, photo booths, pro-hosted gaming areas and technology experiences. Internationally renowned “gamers” battled against each other, showcasing new technologies to an enthused audience while innovation demos added to the “alternative” methods of interacting with products and technologies, fostering relationships with the media and attendees.
For the visitors attending the event, we produced the “look and feel” of the entire launch alongside managing guest flow, product interaction and the reveal. “Cool” drinks cans were produced to tie in with event branding, speakers were carefully selected for their knowledge and appeal and even uniforms were designed for staff and the 20 trained hosts, who received specialist guidance on how to interact with the unique audience.
The event not only created the global buzz but was industry-award winning.
EMEA SABRE Awards 2016
Gold Sabre Award – Trade Show
Lenovo Global Product Launch Berlin
Never have I thought that such a big company can be so close to ordinary people – like me. Now I see that Lenovo is really trying to be in touch with fans and customers, also that our opinion is important for this company.