What they were up against.
Lenovo is a $43 billion global technology company headquartered in Beijing with distribution in more than 160 countries. Lenovo manufactures and markets personal computers, tablets, smartphones, workstations, servers and electronic storage devices. They came to Yamamoto for help supporting the launch of the “world’s first Tango smartphone.” Tango technology from Google and innovative camera technology from Lenovo provided a range of new augmented reality functionality in an affordable smartphone. The goal with the launch was to capture early movers and own the phablet category.
What we did to help.
We initially worked with Lenovo to develop key visuals and messaging to showcase the unique capabilities of the Phab2 for gaming, navigation and utility. Through daily collaboration and close coordination, we helped Lenovo navigate a wide range of global stakeholder feedback and provided support for Lenovo partners. From high-level creative strategy to a wide range of campaign elements, we provided fresh thinking and inspiration for creative including video content, retail merchandising, digital, out-of-home, social media and print advertising.
Video
Video
What happened next.
Our work elevated the Phab2 visual presence while embracing Lenovo’s global brand. The campaign was activated globally and included the Phab2 Pro, Phab2 Plus and Phab2 models. The Phab2 launch was widely acclaimed by analysts, tech bloggers and industry publications such as Tech Times, PC World and Android Authority, and sales exceeded client and analyst expectations.