Late Night IT

The Background
In 2021, the Lenovo Worldwide Brand team set out to create new thought leadership content to boost their brand awareness but found themselves operating in a “sea of sameness.” Content from Lenovo and their top competitors looked identical. Moreover, their IDG Customer Engagement study found that more than 90% of their customers felt it was “challenging” to find high-quality content.
In another study, Lenovo found that more than 80% of Americans digested news on digital devices and, increasingly, from non-traditional platforms such as YouTube. (26% of US adults get news from YouTube and 72% of those say it’s an important way to get news.) Additionally, a study from the University of Pennsylvania revealed that comedy news programs (e.g., late night television) were popular with viewers more likely to share humorous news and more likely to remember it.

With that in mind, Lenovo decided to create a late night-esque show to:
Elevate their brand leadership
Emphasize the human outcomes of technology
Reach their enterprise IT customers with an entertaining, humorous and memorable show that would stand out from the sea of sameness

The Campaign
The campaign’s many components (landing page, email, display, social, articles, and video) were highly unique—a breath of fresh air for an industry that was beginning to feel, no pun intended, robotic.
The viewer response was incredible. Season 2’s episodes received 400 million impressions, 83.5 million video views, and more than 34,000 social engagements. The web success led Bloomberg TV to pick up the show once again for two months of airtime.
But what was the most important result? To us, it’s the fact that we pushed the boundaries on the technology genre and went to places in our discussions and interviews no one else has been willing to go. We covered the good, the bad, the Zoom fatigue. We talked about tech in a way that viewers have never experienced. By featuring diverse guests from a wide range of industries, we found unbiased perspectives that challenged the status quo.