Problem:
The Lenovo content team needed to create engaging, unique content tailored to IT professionals. The goal was to raise awareness around their premium X1 line of computers and drive sales.
Solution:
We began by pulling popular topic data from the Spiceworks Community and compared them with the primary features of the Lenovo X1 line. Security was both the most prevalent topic and a primary feature of the X1 line. We built out a full-funnel approach that educated IT pros about the the current security threats in today’s landscape, showing off these threats as giant monsters. The threat had to seem visceral, and feature the IT pro as the hero to counter the feeling of an overwhelming threat. The higher-level assets were dedicated to general information around threats and global statistics regarding their impact. These assets lead to more specific pieces of content that explained how to solve for these issues, and a microsite where viewers can explore the X1 line.
The deliverables of this campaign consisted of a commercial, ebook, infographic, animated infographic, interactive quiz, solution briefs, case studies, and video testimonials.
Moodboard Example:
Lenovo wanted us to push the boundries with both the design and concept. And they most certainly did not want it to feel playful. I put together quite a few moodboards for the team as we began working to work on what we wanted the key art, shoots, and charts to look like.
Beastly Threats Hero Imagery Examples:
Lee Carolson and I worked closely together to create the hero images for the campaign.
Infographic:
Creative Direction by Tom Williamson | Design by Kara Jurgensen | Copy by Barbara Goutelon
Select Spreads from the Ebook:
Creative Direction by Tom Williamson | Design by Kara Jurgensen | Copy by Barbara Goutelon
Selection of Screen Designs for the Interactive Quiz:
Creative & Art Direction: Tom Williamson | Design: Jeff Chester | Copy by Barbara Goutelon
Results:
The campaign was one of the top-performing campaigns for Lenovo that year, with a performance greater than 30% over their benchmark. Each asset of the campaign was translated into 18 languages for global markets. You can see all of the full assets here.
