Lenovo Wins the World Over at the Beijing 2008 Olympic Games
Challenge
Relatively unknown Lenovo had the chance to elevate global brand awareness through its Olympic partnership, but needed a program to break through the Olympic sponsor clutter.
Solution
Ketchum devised innovative tactics at each stage of pre-Olympic coverage and during the Games to keep a steady drumbeat. This included technology-focused initiatives such as media teleconferences and executive media interviews, familiarization trips to Beijing with high-profile business media and a global webcast to unveil the Lenovo-designed Olympic torch.
Result
Lenovo’s Brand Tracker indicated worldwide consumer awareness rose more than 8 percentage points and commercial awareness rose 18 percentage points as a result of the sponsorship and supporting publicity. The program resulted in 3,746 media stories, reaching more than 1.8 billion people.
How we EARN ENGAGEMENT
Man Lives in IKEA
By allowing a comedian full access to everything inside an IKEA store to film a series of videos, Ketchum helped engage millions of consumers on the IKEA website, and ultimately drove store sales.
Norwegian Seafood Reels in the Love
By creating a clever "Fish of Love" page on China’s top online social networking site, Renren.com, Ketchum helped engage many thousands of netizens in positive conversations about Norwegian salmon.
