Challenge: Lenovo needed a data center story
Overview: In collaboration with the esteemed Jack Morton Agency, I had the opportunity to spearhead the digital art direction for Lenovo, specifically focusing on their omni-channel marketing campaigns. Lenovo’s personal computing devices are well-known, but their data center brand was getting lost in a sea of server imagery, lofty aspirations and technological jargon. To make the brand stand out, we needed to take a step back and find a new center.
One that puts less focus on the facts and figures associated with data technology, and highlights the personal, first-hand accounts of the people using it.
Because technology doesn’t change the world, people do.
So, we created the Data Centered – a digital campaign celebrating the people who are using technology to solve the world’s greatest challenges.
Through the power of intimate portraits and storytelling, we created a database of real stories from real people who are accomplishing great things using Lenovo’s products and solutions. We made our audience into the heroes they always felt like they were, creating a sense of community pride and interaction in a space which is typically formal and transactional.
And we did it all without a single server image in sight.
The campaign was localized for 180 markets, translated into 7 languages and went live in 27 countries.
The Data Centered campaign was a huge success, garnering 1.58 million website visits with a dwell time 3x’s longer than the average B2B website. It generated 7,000+ leads and our clients loved it!
Creative Director: Christine Capelli
