India – Global technology company Lenovo has partnered with dentsu’s B2B marketing agency Merkle B2B and its out-of-home (OOH) specialist agency Posterscope India to launch its latest ‘Lenovo-F1’ campaign for Formula 1 fans in India.

Merging together both agencies’ specialties, the campaign featured 3D anamorphic billboards that were used to play visually stunning displays aimed at capturing the viewers’ attention and leaving a lasting impression.

The ‘Lenovo-F1’ campaign used exclusive and personalised digital screens strategically situated at prominent advertising locations such as Mumbai, Delhi, and Bangalore airports, which are major tech and business hubs.

Lenovo’s goal is to elevate the brand’s perception as a solutions and services provider, targeting IT decision-makers and tech optimists who are also Formula 1 fans. The eye-catching visuals spotlight the brand’s commitment to cutting-edge technology and underline its position as an innovation leader.

Having been chosen as Lenovo’s agency of record, Merkle B2B is overseeing the strategy, planning, and buying with a focus on data convergence, performance evaluation, and paid media.

Commenting on the campaign, Imtiyaz Vilatra, managing director at Posterscope India, said, “We are thrilled to introduce the Lenovo F1 campaign, highlighting the brand’s unwavering dedication to innovation while establishing a fresh standard for imaginative and strategic outdoor advertising. Through this campaign, our goal is to inspire individuals to effortlessly forge, unite, and cooperate in an increasingly digitalized world.”

Anubhav Tyagi, client partner at Merkle B2B India, also commented, “This activation perfectly aligns with our network’s core values of forward-thinking and innovation. What makes this even more special is the innovative technology that has been used to highlight the collaboration of two brands—Lenovo and F1, both of which are at the forefront of technology and innovation!”

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.”

Singapore – Dentsu International has been appointed by global technology company Lenovo to be its paid media partner in the Asia-Pacific region. Through the appointment, dentsu will work closely with Lenovo in the region to support its broader marketing transformation journey while helping the company grow its Global Media Strategy Center of Excellence.

The selection follows a competitive review that began last year and was led by Merkle B2B, a dentsu company. In addition, the partnership will also draw on dentsu’s talent and capabilities in the APAC region for full customer journey planning and activation across consumer, commercial, and small and medium-sized business (SMB) segments, while aiming to streamline today’s fragmented digital market and enhance performance measurement of its media investment.

Michael McLaren, EVP for high-tech/B2B at dentsu and global CEO of Merkle B2B, said, “Lenovo’s hybrid in-house model is a data and technology solution with a rich first-party data set that we envision will pair perfectly well with our adtech capabilities. We are proud to be entrusted with Lenovo’s paid media business and look forward to working collaboratively with them on their marketing acceleration journey.”

Lenovo’s in-house and agency partner teams will spearhead the company’s hybrid operating model to unlock the full potential of its strengths as a global organisation. With the appointment, dentsu and Merkle B2B will manage the strategy, planning and buying for Lenovo with a focus on data convergence, performance measurement and paid media. 

Meanwhile, Gina Qiao, senior vice president and chief strategy and marketing officer at Lenovo, commented, “As the technology and marketing industries undergo a profound transformation in an increasingly fragmented digital ecosystem, marketing needs to adapt and modernise as we navigate this new environment. We look forward to working with our new agency partners to continue innovating how and where we tell Lenovo’s vision of smarter technology for all, and to further advance the industry.”

Mumbai, India – Notebook and tablet brand Lenovo has launched a new campaign to further strengthen its brand presence in India by highlighting the different ways its personal electronics are helping consumers, may it be in education, ensuring consumers’ security, and adding to the environment’s sustainability. 

Done in collaboration with creative agency The Womb, the campaign ‘We’ve Got Your Back’ features four different ads with a unique direction – literally, the films only show the backs of people in the ads. 

The campaign’s team said that through this, Lenovo aims to stand out from the other corporate campaigns in the country. Suyash Khabya, The Womb’s creative head, noted that it is easy to bring out emotions through the face, but in this campaign, they needed to land their idea “through the backs.” 

“It was quite a challenge, but I think we’ve done a great job of it. We wanted to keep the stories real. So we shot in the Puducherry Lenovo factory. We shot the teachers in Meghalaya. We shot kids in the jungles. And that’s why the films appear so authentic,” said Khabya. 

Titled, ‘Security’, ‘Make in India’, and ‘Education’, as well as ‘Environment’, each of the ads shows Lenovo’s commitment to consumers and the country such as in building a sustainable future, empowering teachers and students in the remotest of locations, and creating a community workforce that manufactures in the country, as well as the brand’s commitment towards security in processes and devices.

Navin Talreja, The Womb’s founding partner, said, “‘We got your back’ is a beautifully shot visual treat served in the form of four beautiful stories, that take the audience on a journey of Lenovo serving the community, environment, and its many stakeholders.”

Amit Doshi, Lenovo’s CMO for India, also commented, “The films have, of course, been shot wonderfully and hold a place of pride for us. However, the effort goes well beyond that and includes countless hours spent together in unearthing these stories and uncovering the human emotions central to each of them.”