Lenovo launches digital marketing campaign to engage B2B customers

Have you ever thought how loud is loud enough? Lenovo India recently launched a creative B2B marketing campaign, to spread awareness for one of the better kept secrets of the ThinkPad – the fact that it generates the least Fan Noise amongst computers. Conceptualized and driven by Lenovo’s creative agency, Ogilvy, this comprehensive B2B marketing campaign was kick started through direct mailers which then expanded into a digital campaign to include a video showcase and social media outreach. Targeted towards IT leaders and decision makers in large enterprises, this B2B campaign is currently being featured across media.

The Lenovo & Ogilvy duo have consistently delivered one-of-a-kind marketing campaigns; what is known to a lesser extent are the rare acclaims won by this team. In 2014, the agency won a Blue Elephant at the 2014 Kyoorious advertising awards for its innovative B2B marketing activation to create buzz around Lenovo’s Spill Proof ThinkPad campaign. Taking their campaigns to the next level, the “Quietest ThinkPad Ever” digital marketing activity aimed at an unconventional way to reach the target audience and create buzz around the feature.

Here are some one reactions from Lenovo customers who tested this new feature:

Satyanarayanan. J, IT Head, Yokogawa India Ltd said, “If Lenovo is able to reduce noise to this extent, this device is really going to useful to corporates.”

“I personally believe that this is a good innovation in helping have an open working environment.” - Beas Dev Ralhan, CEO, Next Education.

As part of Lenovo’s growing B2B digital marketing focus, the company launched this campaign to create awareness around Owl Wing Fan feature, the latest cutting-edge innovation in a ThinkPad. Lenovo has increasingly engaged in one-to-one partner engagement activities aimed at building a personal connect. This campaign began with an interactive Direct Mailer targeting Lenovo’s B2B customers in the IT space. The mailer captured ThinkPad’s unique Owl Wing Fan feature designed to cut down the noise level in a ThinkPad, aimed at making quieter work environments. Following a great response from the customers, Lenovo extended the campaign to both offline and online media. The team captured video feedback from B2B customers who were asked to test the low noise feature using a sound-level meter, resulting in some interesting and fun reactions. This video was then circulated among relevant stake holders and promoted on social media. Through this campaign Lenovo has successfully managed to convey the message about quietest ThinkPad loud and clear among relevant stakeholders.

“The question we asked ourselves was, how can silence capture someone’s attention? We decided to challenge our TG to be quieter than a ThinkPad” said Kiran Ramamurthy, Senior VP, Ogilvy & Mather, Bangalore.

“ThinkPad has always been synonymous with performance and durability.  But not everyone knows that our new laptops are quieter than a drop of water. That’s why we decided to focus on this aspect in our new campaign.” said Sriram, Marketing head, Lenovo India.

Being true its philosophy, the ThinkPad is designed to last and constantly challenge the toughness of the product. As Ultrabooks become smaller, slimmer and more powerful, greater demand is placed on the CPU, which in turn generates more heat. This poses the critical challenge of preventing the system overheating, which can cause delicate components to fail and lead to permanent data loss. Modern cooling systems need to be small enough to fit into the compact chassis of an Ultrabook, and quiet enough to eliminate disturbing ambient noise – so efficiency is everything. ThinkPad engineers observed that owls possess notched feathers that enable air to pass over their wing surfaces more silently than any other bird. This inspired the design of the Owl Wing fan, with unique notched blades that make it the most silent and efficient fan ever made.