The workstation computer market is over-run with product centric campaigns that focus on specs, speeds, and feeds. Our goal was to shift the perspective of the Lenovo ThinkStation from one of solely power and performance, to one of promise and possibility.
Anyone can have an idea. Making it happen isn’t easy. Our creative approach was simple. If you can think of an idea, you can make it come to life on a Lenovo ThinkStation. This was succinctly summed up in the campaign line: THINK ANYTHING. MAKE EVERYTHING. Using this creative platform, we scripted and developed a manifesto video to help launch this new creative brand platform in a more vibrant and inspiring way. This video is targeted at IT decision makers and end user, who play a pivotal role in influencing major IT decisions in their companies.
The creative idea tested well in all the key markets around the world. The campaign has just begun its global rollout in April 2023, so it is early for any brand awareness and preference results to be ascertained. This is the first stage of a three-year plan to help the Lenovo ThinkStation become #1 in the workstation computer category, by increasing brand awareness and building a high-performance brand funnel.