The theme is current: threat or opportunity? Lenovo chooses the second response, the most logical one, to launch a new communication campaign entitled Smarter Technology for Italy. That is, in fact, an intelligent technology that can change the habits of our country and make it more efficient. It is therefore not only a slogan, but a real choral story that wants to underline the link between innovation and people, showing how technological solutions can adapt to different needs: from businesses to individual citizens, from creatives to sportsmen, from games to entrepreneurs. To give the project to the project is Enza Truzzolillo, CEO of Lenovo Italia, protagonist of the official video that is broadcast today, September 10, on first videos and on numerous digital and social channels. A story developed by Elisa Binda and Mattia Perego with the creation of Hyperbold, which is enriched with the testimonies of protagonists such as Andrea Pontremoli, CEO of Dallara, and Luigi Dall’Igna, general manager of Ducati Corse. Excellence symbol of innovation and the ability to compete globally.
Not only big names, however: the project also narrates the experiences of the legion community of Gamer launched by Lenovo in 2021 and today came to count almost 300,000 active members, but also those of emerging designers such as Emanuele Pangrazi, who thanks to the Workstation Lenovo was able to create a dispenser for wine with an innovative design. All examples of how technology becomes a concrete skiller of performance and creativity. As Valentina Fracassi, Marketing Manager of Lenovo Italia, confirms, which tells the behind the scenes and future prospects of this new communicative adventure.
Let’s start with the slogan Smarter Technology for Italy.
“The location of the message was born from the desire to create a closer and unrepeatable dialogue with the Italian public. We want to demonstrate that what we communicate globally already translates into concrete examples on the national territory”.
Talk about “choral approach”.
“Yes, made of authenticity: for this reason the campaign is narrated by Enza Truzzolillo, our managing director who embodies credibility and closeness. We want to tell real stories that show as technology and innovation are not abstract concepts, but elements accessible to all those who live and work in Italy”.
How can Lenovo technology respond to the needs of such a large target?
“Our wallet is built to be transversal: it includes intelligent devices, a-reedy computing solutions, hybrid work platforms, but also products for gaming and creativity. Everyone finds their own response, whether it is a small entrepreneur in search of reliability for his business or a gamer that wants to maximize performance. Our technology is flexible, scalable and above all, it adapts to anyone, The complex processes and making it possible what until yesterday seemed complicated.
The campaign sees the participation of important testimonials such as Dallara, Ducati and the Legion Community.
“Innovation sometimes risks seeming a distant, abstract concept. Give voice to these important realities of Made in Italy It means showing that behind each sports record or every new engineering project, there is also the presence of technologies that make the difference “.
Then there is the daily life of all of us.
“In fact, and it is no less important. Telling, for example, the story of independent gamers or designers that make innovation close to common experience, emotionally recognizable. It is a direct message: if Lenovo technology is capable of supporting great excellence or communities so active, then it will be able to support anyone with a project, a dream or an idea to be realized.
How will you measure the impact of the campaign?
“Our central goal is to generate a sense of connection and inspiration. We don’t only care about strengthening the brand awarenesseven if it is an important aspect; We want to create a real dialogue with people, stimulate authentic conversations and make Lenovo perceive as a reliable technological partner. The impact will be evaluated not only in terms of objectives achieved, but above all on the ability to make this collective storytelling of innovation resonate in the hearts of Italians “.
In short: concrete as well as commercial value.
“It is the mission of our technology, which for us is a means of enabled potential and not an end in itself. In this sense, the campaign reflects a commitment that goes beyond product communication: it is a cultural message”.
Which?
“Talking about technology means talking about growth, passion, opportunities for young people and businesses. The purpose is to make it clear that innovation is not reserved for an elite, but it is available to anyone who has the will to make it a useful tool for their lives”.
What are the next steps after this first digital phase?
“The first phase allows us to test and consolidate the story with the public through digital channels.
From October we will begin a multichannel phase, strengthened on the offline front and with a greater garrison in the contact points closest to people. It is a natural evolution: starting from digital has allowed us to turn on a spark, then we want the message to become part of the daily dialogue even beyond the screen “.