Lenovo: Users Happen

This case study for Lenovo, a Chinese multinational technology company and biggest laptop vendor in the world, is about how the brand loosened up its image.

Brand: Lenovo

Agency: Traction

Background

Lenovo laptops, typically associated with business, broke the brand's mold with the launch of its ThinkPad™ Yoga 12, an all-in-one laptop and tablet. Lenovo wanted its brand to continue being seen as Rad. It did so by using humor in an integrated campaign, played out in a series of videos featuring the much put-upon IT employees and a group of serial laptop abusers. A series of handsomely illustrated "Survival Guides" presented as tongue-in-cheek solutions completed the picture. The intent was to broaden the brand's exposure to a larger audience and to re-engage dormant...

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