Objective

Lenovo’s ultimate goal is to be viewed by Asia and the entire world as the global leader in technology and innovation. What better way to showcase its new logo and brand and latest innovations, than a giant tech event in the very region it was looking to win over? That is how Tech World 2015, in Beijing came to life.

Solution

The Company turned to ESG, with whom they have worked with for more than 10 years, to plan this event from the ground up. ESG was tasked with creating an event for 4,000+ people that was built to be an experience, not a 2-D interaction, where attendees were immersed no matter where they went throughout the exhibition hall. ESG knew in order to keep with the event theme of “Innovation Never Stands Still,” the main stage presentations needed to be short (less than 10 minutes), sweet and keep the audience’s attention. Over a seven-week timespan, departments within Lenovo (and Motorola) and its partners (Microsoft, Baidu and Intel) shared their ideas with ESG, who collaborated with key stakeholders within Lenovo to build the event.

Keynotes at the event included the CEOs of Lenovo, Microsoft, Intel, Co-Founder, Chairman and CEO of Baidu and the CTO of Lenovo.

Off stage ESG created dozens of demo areas, which were showcased in both Mandarin and English, featuring new and prototyped products such as Smart Cast, a smartphone which features a built-in laser projector, infrared motion detector and high-performance algorithms. Noted pianist, Lang Lang, demonstrated the possibilities of Smart Cast with a rendition of “The Entertainer” played on its virtual keyboard with the full-size sheet music displayed from the smartphone’s projector.

 

Results

ESG once again delivered a one-of-a-kind, engaging event for Lenovo, resulting in enormous success. The one-day event featured more than 1.5 million engagements across Lenovo’s social media channels and more than 8.4 million video views via Lenovo’s Facebook and YouTube channels. This single event yielded 42,000 social mentions, a significantly higher level of engagement than both CES and Mobile World Congress. With the more than 300 members of tech, business, and consumer press in attendance, positive coverage of the event, Lenovo’s new branding, and cutting-edge new products appeared in The Wall Street Journal, AdvertisingAge, PCWorld, Financial Times, cNet, CNBC, and more!