LENOVO
DO THE UNTHINKABLE
"How can we authentically connect with Gen Y/Z and position ThinkBook as the best laptop for their lifestyles?"
— Lenovo Marketers
Insight we discovered:
Gen Y/Z is purpose-driven and ambitious. They see technology as a catalyst for empowerment and achievement. They seek products that align with their purpose-driven lifestyles and empower them to achieve their personal and professional ambitions.
Creative concept: “Do The Unthinkable”
We positioned ThinkBook as the catalyst for Gen Y/Z to break through limitations, challenge conventional thinking, and accomplish what others might deem impossible. The concept tapped into their desire for empowerment and demonstrated how humanity can push boundaries to achieve extraordinary success.
Results:
The campaign achieved impressive results, with the ThinkBook becoming the #1 channel-sold device. Additionally, the campaign led to a 3% brand lift in both the US and UK, solidifying Lenovo’s position as a top choice for Gen Y/Z consumers.
