We are Event Strategy Group.


Lenovo Transform

The Challenges

  • For the inaugural Lenovo Transform event for customers and press, we were up to the challenge to produce this event from the ground up, creating new processes, creative solutions and building from scratch.
  • We needed to find a way to creatively convey our client’s message of “harnessing the intelligence revolution”–a unique take on the emerging industry of augmented and virtual reality–and how Lenovo’s products fit into their customer’s business goals.
  • A tight timeline and budget put our expertise to the test, with just 6 weeks for end-to-end production from venue searching to day-of event management – and without the benefit of a previous year’s lessons.

Our Solution

  • We selected two adjacent venues, the Altman Building and Metropolitan Pavilion, in the heart of Chelsea, NYC to accommodate all event needs. The separate but connected venues allowed for the perfect separation between the keynote presentation and show floor as well as the opportunity to create a unique and impactful event.
  • The open floor plan boasted twenty-four demo booths showcasing Lenovo products and partners. Six open-air theaters with sound-controlling earbuds allowed for simultaneous presentations. Separate areas for live media interviews, networking, and food & beverage stations intertwined into the floorplan rounded out an accessible event space for all conference attendees.
  • Our partner relationships and negotiated pricing with key vendors allowed us to keep costs down, in spite of a tight timeline.

The Results

  • Transform received 3.5M engagements on social media, with the highlight videos gaining the highest number of views, at 6.2M, for any of their events in 2017.
  • Almost 100 countries participated in social media conversations around the event with concept products receiving an especially high volume of discussion.
  • From media group SiliconAngle: “[Lenovo] made significant progress today in clarifying its enterprise strategy, while going to great lengths to emphasize where it expects to find competitive advantage”