Lenovo wanted to create a program that complemented and amplified the global New Realities campaign with behind-the-scenes/making-of storytelling and targeted market distribution. VICE Media Group and Lenovo came together to tell an authentic behind-the-scenes story of New Realities to distribute across VMG’s global ecosystem.
As a storytelling partner, VICE documented, unpacked, and distributed the creative and production process of each New Realities VR film during unprecedented circumstances. The mission was to capture this story through a journalistic lens, profiling collaborators through video, photo, and written interviews. In addition to demonstrating the relationship between the subjects and crew, VICE showed how Lenovo products empower each changemaker to make their reality a better one.
To measure the efficacy and impact of the partnership, VICE conducted a content effectiveness study. The content grappled with technology's role today, with deftness in how it supported and empowered people. Showing its clear role as a tool that supports others increased emotional resonance around Lenovo that will lead to more consideration. More than 7 in 10 found the BTS content fit Lenovo, resonated with what they know about Lenovo, and made them interested in learning more. Lenovo experienced significant lifts in key brand metrics, including purchase intent.