LENOVO
Worked with a team to develop a campaign for Lenovo's Work for Humankind initiative. Conducted research, created a comprehensive plan with PR tactics, and presented to Lenovo representatives.
Brief
Campaign Overview
Position the Lenovo Aura Edition AI PC as the best tool for Gen Z and Millennial creatives, emphasizing accessibility, inclusivity and responsibility.
An immersive art exhibit grounded in creativity, education
and innovation, in partnership with Creative Capital.
About Lenovo
Lenovo is a global technology company focused on building and developing “smarter technology for all.” Committed to creating innovative products, Lenovo has grown to be considered the world’s leading PC manufacturer and continues to market its products with a people-first perspective, striving to be a leader in communicating how technology can advance the social and environmental issues of the world. The Aura Edition PC features new AI integration, allowing for a unique user experience
About Creative Capital
The Creative Capital Foundation uplifts artists with unrestricted project grants, professional development, and community-building services to advance freedom of expression and foster sustainable careers.
Research
110 Survey Respondents & 36 Interview Participants Said They…
1
Care strongly about racial, gender and socioeconomic inequality, and accessibility to technology
2
Don't know how to use AI and expressed fears about its integration in creative spaces
3
Want to know how AI can enhance their creativity rather than replace it
UNLEASH YOUR AURA CAMPAIGN
The Unleash Your Aura campaign will provide a voice to underrepresented artists through pop-up art exhibits throughout North America, featuring pieces that capture the intersection of creativity and technology.
Through a series of workshops, our audience will learn ways that artificial intelligence can enhance their artwork – all through the technological prowess of the Lenovo Aura Edition AI PC.
Target Cities
Cities with a strong art presence and young creatives.
Artists Featured
in the Exhibit
Artists who leverage AI technology in their creative process.
TACTICS
Pre Exhibit
Mural Pop Ups in target cities to generate excitement for the exhibit
Exclusive first look for the media & influencers
During the Exhibit
Artist testimonials on the exploration of AI
Workshop series about how to integrate AI into your creative practices
Trade-In Initiatives
Audiences who attend the exhibit can trade in older PCs to purchase Aura Edition AI PC at a discounted price.
PC Donations
In the spirit of "tech for good,” Lenovo will donate PCs to libraries and universities in the target cities.
External Tactics
Social Media #UNLEASHYOURAURA
Website: www.unleashyouraura.com
Target Media:
TIME
Forbes
The New York Times
Vogue
Good Morning America
The Daily
Anything Goes with Emma Chamberlain
The Art Newspaper
The Verge
Axios
Measurement & Analytics
The success of a campaign speaks through its results, authenticity and reach.
We intend to measure these components through:
Earned Media
Website Analytics
Tracking exhibit attendance and registration
Use of #UnleashYourAura
Number of device trade-ins