Whilst being best known for its range of laptops, Lenovo needed to energise its presence in the desktop market.
Turning to long-term partner Twogether for its development, the 'tiny' creative programme that followed would drive massive gains.
A $43 billion tier-1, global technology brand with 52,000 employees, operating across more than 160 countries, Lenovo was shipping and selling more PCs worldwide than any other manufacturer.
However, in the desktop market, Lenovo suddenly found itself needing to tackle new customer wants, PC product categories, and demand evolving markedly. The Lenovo ThinkCentre Tiny series met customer demands perfectly. So what it needed was a big push.
This called for a singular focused, disruptive yet fun campaign that would engage, inform, and enthuse two key audiences: target end-users and its own internal sales team.
Engaging with the first – subject to constant streams of marketing – demanded something with an instant impact; the second an equally potent and memorable conversation opener. Both however, needed bringing up to speed on the USPs of Lenovo's ThinkCentre Tiny series – and in a way that would actively drive pipeline and sales volumes.
"Tiny. It's the new big." was the high-performing outcome.
2017
Best use of direct mail
2017
Most commercially successful campaign
