Move Boundaries

A Tech Marketing Case Study

Lenovo: How do you turn visionaries into Yogis?

To create awareness of Lenovo’s new computer line, TTC developed a multi-tiered communications campaign that reimagined how a new PC hybrid might allow the greatest visionaries to rethink their tech toolbox. We unveiled the new convertible PC—the hyper-flexible Yoga—at the Lenovo Yoga Studio, a collaborative lab where musicians, artists and designers used the machines to illustrate how technology allowed them to innovate. Tapping creatives outside of the tech space to review the machines via social media followed. And illustrating the machine’s flexibility in the tightest of places, Lenovo flew coach, rewarding the highest-flying frequent travelers with new PCs for their mobile offices at 30,000 feet. The multi-phased initiative drove sales, making the Yoga the best-selling Windows 8 PC for Best Buy, its exclusive retailer.