How Lenovo captured the attention of WFHers

Context

The pandemic changed the working habits for billions across the world. Lenovo, as a consumer electronics brand, wanted to be a part of the 'work from anywhere' conversation, to show that they truly understood what the modern workforce needs from their technology and their lives. The campaign was guided by research that showed 86 percent believed in the importance of using remote work to support local communities, and most Gen Z and Millennials workers felt they were more productive when working from home.

Objectives

• Increase consideration for Lenovo laptops and PCs amongst younger workers
• Drive perceptions that Lenovo is a brand that understands what young workers need and want from their tech

Activation

Lenovo recruited young people from around the world to travel to and work from a remote Pacific island. Lenovo built a state-of-the-art tech hub and boosted internet on the island from 1 Mbps to up to 200 Mbps. Volunteers worked from the remote hub and donated over 1,000 hours of their free time and professional skills to make a long-lasting positive difference on the island.

Thanks to the activation, a previously isolated island of 900 people was now remain connected to the world through Lenovo technology to open new possibilities for tourism, trade, employment, and education, helping to increase its environmental and economic resilience.

Outcome

The campaign that followed included a content series documenting the volunteers’ work, garnering 1,307 pieces of global coverage and nearly 2.5 billion impressions.