Lenovo needed help to launch its ThinkPad™ hybrid laptop/tablet to business IT decision-makers. This is a smart, marketing-averse audience with very sensitive BS meters and short attention spans. We discovered that these IT folks loved to share war stories about users and respected products that could stand up to their misuse.
From these truths, we created “Users Happen,” a campaign shining a playful light on the abuse and neglect that users commit. A series of videos and tongue-in-cheek “Survival Guides” were the core of an integrated campaign for IT folks to enjoy and commiserate over.