Campaign Strategy

Lenovo Korea is a Korean branch of Lenovo group, which was formed by the merger of Lenovo group and IBM personal computing business unit. Lenovo is a US$34 billion multinational company serving customers in over 160 countries, the world’s largest PC vendor. Their product portfolio includes workstations, servers, storage solutions, IT management software, tablets and more. Through continually innovating, Lenovo works based on product innovation, efficient global supply chain, and strong marketing strategies to become one of the most respected technology companies and grow their business in the domestic market.

The Challenge

For mobile devices, the high market share of domestic brands in Korea means that brand recognition of foreign brands was very low. The challenge was to break the dominance of domestic brands with ‘Phab’, Lenovo’s latest big screen mobile device.

Our Solution

The project needed to gain high visibility right from the start, and we did this successfully with a campaign fronted by Korean celebrity Hani from EXID via a full 360 plan that included on/offline communications, a high profile launch event, viral marketing and prominent store displays.

It would be challenging to release a mobile device of foreign brand in the Korean market. Working closely with PMG, we managed to gain top of mind buzz when consumers started to coin the device the ‘Hani phone’. As a result, we set a new record and the first batch of Lenovo mobile devices sold out within days.

Hye Kyoung Lee

Country Marketing Manager, Lenovo Korea


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