Singapore – Global technology company Lenovo has worked alongside Merkle, data-driven customer experience management (CXM) agency under Dentsu, for its landmark global campaign launch dedicated to its ‘ThinkStation’ product portfolio.
Featuring an emotive creative storytelling approach using a split-screen of strong visuals, the campaign depicts the creative process from inspiration to creation. At first glance the two images look similar – but upon closer look, they reveal the leap of imagination enabled by the Lenovo ThinkStation.
The placement of the Lenovo ThinkStation product image and wordmark in the centre of the campaign visuals, symbolises the ThinkStation as the bridge between inspiration and creation.
The campaign begun its global rollout in April 2023, and will run for the year, as part of an ongoing three-year campaign. Markets include US, the UK and India markets. It will run on digital media, search, social, programmatic, content syndication, programmatic OOH and print media.
Describing on the campaign launch, Carter Kersh, executive director for intelligent devices group commercial marketing at Lenovo, said that they needed a marketing campaign that’s customized for innovators’ needs and experiences across various industries.
“To bring this launch to reality, we saw Merkle B2B as the ideal partner who understands the dynamics of the B2B market. They proposed an innovative, creative solution to make Lenovo workstations matter more, to the people who matter the most to us – our customers, and also demonstrated a deep understanding of our audience and developed a strong creative idea that is linked directly to customer needs. We are thrilled to share the most powerful Lenovo ThinkStations PX, P7 and P5 with our customers and to launch this exciting campaign and brand platform,” Kersh said.
Meanwhile, Farrokh Madon, chief creative officer for APAC at Merkle B2B, commented, “Think Anything Make Everything is a powerful platform idea that builds an emotional connection with creators. It positions the Lenovo ThinkStation as the perfect bridge between inspiration and creation. By doing so, it changes the category conversations that are usually about power and performance to a more empowering one of promise and possibility.”
Lastly, Darren O’Meara, business director for APAC at Merkle B2B, stated, “We know that the B2B industry is in a transformative era, our 2023 B2B super powers Index report highlighted how complexity and increased competition is being driven by customer demand, the B2B performance gap narrowing and the need for buyers to feel safe. While we build brand and establish Lenovo as a trust worthy partner we also need to continue to elevate the customer experience with the same brand message for their customers and partners across all stages of the customer journey to give them a competitive edge. We plan to continue this journey over the next three years.”
