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The metaverse: Why B2B marketers should care
The so-called metaverse. For something that has precisely nothing to with Doctor Strange, the...
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.
Giving both Lenovo's brand and its offerings a fresh momentum in what is one of the company's most important product categories, the campaign delivered all that was expected of it, including:
Twogether’s work on the ‘Tiny’ project typified the calibre of commercially relevant creativity we can always trust them to deliver.
Simple, impactful, effective, and efficiently executed, this campaign delivered precisely what was called for: great results that helped Lenovo to win back mind- and market share and compete more effectively against our key rivals in the PC space.
Campaign Manager EMEA South-East
Best use of direct mail
Most commercially successful campaign