SINGAPORE — Dentsu’s leading data-driven customer experience management (CXM) agency, Merkle, has created a landmark global campaign launch, “THINK ANYTHING. MAKE EVERYTHING” for global technology powerhouse Lenovo to increase brand awareness and build a high-performance brand funnel for its next-generation ThinkStation portfolio.
Designed for use by creators such as engineers, creatives, animators, and architects, the high-end workstations are built to support high-performance computing workloads, including complex computing tasks, 3D/CAD renderings, and extreme workflows, across all industries. It is also used for powerful workloads by companies like DreamWorks, which Merkle has partnered with for the creation of “THINK ANYTHING. MAKE EVERYTHING” campaign assets, to meet the ever-increasing demands for more power, performance, and speed in a way that is truly scalable and addresses specific workflow needs garnered directly from customer insights.
Featuring an emotive creative storytelling approach using a split-screen of strong visuals, the campaign clearly depicts the creative process from inspiration (left) to creation (right). At first glance, the two images look similar but upon closer look, they reveal the leap of imagination enabled by the Lenovo ThinkStation. The placement of the Lenovo ThinkStation product image and wordmark in the center of the campaign visuals symbolizes the ThinkStation as the bridge between inspiration and creation.
“Think Anything Make Everything is a powerful platform idea that builds an emotional connection with creators. It positions the Lenovo ThinkStation as the perfect bridge between inspiration and creation. By doing so, it changes the category conversations that are usually about power and performance to a more empowering one of promise and possibility,” said Farrokh Madon, Chief Creative Officer APAC, Merkle B2B.
The campaign began its global rollout in April 2023, and will run for the year, as part of an ongoing three-year campaign. Markets include the US, UK, and India markets. It will run on digital media, search, social, programmatic, content syndication, programmatic OOH, and print media.
“We know that the B2B industry is in a transformative era, our 2023 B2B super powers Index report highlighted how complexity and increased competition are being driven by customer demand, the B2B performance gap narrowing, and the need for buyers to feel safe. While we build brand and establish Lenovo as a trustworthy partner we also need to continue to elevate the customer experience with the same brand message for their customers and partners across all stages of the customer journey to give them a competitive edge. We plan to continue this journey over the next three years,” added Darren O’Meara, Business Director APAC, Merkle B2B.
Carter Kersh, Executive Director, Intelligent Devices Group Commercial Marketing, Lenovo, said, “We needed a marketing campaign that’s customized for innovators’ needs and experiences across various industries. To bring this launch to reality, we saw Merkle B2B as the ideal partner who understands the dynamics of the B2B market. They proposed an innovative, creative solution to make Lenovo workstations matter more, to the people who matter the most to us – our customers, and also demonstrated a deep understanding of our audience and developed a strong creative idea that is linked directly to customer needs. We are thrilled to share the most powerful Lenovo ThinkStations PX, P7, and P5 with our customers and to launch this exciting campaign and brand platform.”
