Lenovo was popular with the hardcore business crowd due to their purchase of the IBM ThinkPad years ago, but were struggling to connect with millennials and anyone, really, on a more emotional level. We learned from our research that Lenovo’s engineering is actually very thoughtful and cool. They are inspired by everything around them and put that right into their products. Knowing this aligned with the DIY/maker traits in the millennial generation we needed to connect these mindsets. We knew by leveraging the creativity and optimism inherent in both Lenovo and the millennials we could authentically demonstrate that interests were aligned.
What we learned from our research became the tagline and the core idea of our campaign. ‘Inspired by Life.’ We set out to share with the world what inspires Lenovo, and in turn, align them with the makers, key influencers of the millennial generation.
The website showcased projects and businesses that we're dedicated to innovation and creation, too.