TYPE
KOL Marketing

THE CAMPAIGN
Though considerably late to the sustainability game, Lenovo had pivoted to make it a core focus. And while the brand sought to position itself as a key player in the Device as a Service (DaaS) segment, convincing SME owners to choose them over established providers looked to be an uphill battle – unless they had the right person fronting it.

THE NARRATIVE
We zeroed in on Irene Ang, founder and CEO of the hugely successful FLY Entertainment. We then created an engaging end-to-end campaign centred around her compelling story to communicate the benefits of DaaS to SMEs.

Having readily identified that the campaign values to be closely aligned with her company's, Irene came aboard shortly. With her authentic voice, the right placement, and well-crafted messaging resonating with the target audience, uptake for the promoted services soared.

Among the assets produced were full-length and bite-sized videos, as well as photography for banners and backdrops. The campaign was then rolled out at the well-attended SME Centre Conference, across multiple social media platforms, on the brand’s official website, and at Lenovo's flagship store.

MY ROLES
Creative Director
Film Director
Video Editor