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Telling a story from the moment you land

Lenovo, North America

Dominating the conversation on the world’s biggest stage

VMworld USA is the largest virtualization and cloud computing conference in the world, attracting more than 25,000 delegates. Lenovo engaged The Walk for a distress media buy that led to a 39-placement barrage of large-format print and video airport advertising delivered in just one week.

The destination

Being the first vendor with a message in front of all the conference delegates arriving at Las Vegas airport was a huge opportunity. But, to make the most of the distress media opportunity, Lenovo needed help from a team who could act fast to rapidly craft a high-quality concept to tell a story for VMworld delegates about the Lenovo solutions that would be relevant to the audience.

The route

Working with Lenovo’s global messaging around digital transformation, we focused on the offerings relevant to the conference, backing it up with strong proof points around their #1 positioning. Together with internal Lenovo stakeholders and the media team at the McCarran International Airport, we planned and executed almost 40 advertising positions around the airport

The Walk

The placement of messaging was planned and executed strategically around entrances and exits with multiple video placements for cut-through at the taxi stands. Working tirelessly across multiple timezones, and with the support of client contacts and our Elastic Fantastic network we were able to deliver a stunning result in record time – an effort which was greatly appreciated by our valued client.

Video content with music and voice over reported great cut-through vs visual only pieces.

Lenovo was the sponsor you couldn't miss at VMworld 2018

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