The only people talking about Lenovo Tablets were tech-heads.

To break into a different market and at the same time increase consideration, Lenovo briefed us to get people seeing their tablets in a different light.

With a budget of €350K our main objective was to get people other than the usual tech-heads talking about Lenovo Tablets, focusing more on lifestyle than tech.

Activating in America and Europe, for Lenovo the more people talking, the better.

We discovered that our audience, defined by Lenovo as Trendy (avg age 34), are heavily invested in the fashion world.

They primarily use their tablet for entertainment, to unwind and relax.

But here’s the problem: Tablets are BIG.

So our audience, who are always on-the-go, default to their small screen phones: not so relaxing.

To get our audience talking about us, we tapped three of the best functional designers and told them to go wild. The result? The Lenovo Tab Wear Collection. A fashion line consisting of three extraordinary jackets that integrated Tablets into the fabric of the garments, solving tablet portability. Each jacket was as unique, cool and functional as possible, including features that would aid in using a tablet on-the-go. Noise and light canceling hoodies, inflatable jackets (for comfort/insulation) and one jacket that literally turned into a hammock, our collection became the fashion line to talk about.

We partnered with three extraordinary functional designers: Maium (Netherlands), KIT WAN Studios (Hong Kong) and RANRA (UK).

Known for integrating function into fashion, they were briefed to make tablets fashionable to use on-the-go, but to stay close to their own DNA.

KIT WAN Studios used locally sourced fabrics from Hong Kong markets. RANRA utilized recycled materials, all picked with consideration for end-of-life. And Maium, their garment was made from recycled polyester with a bionic finish eco layer.

We filmed the creators modeling their jackets in their own countries, to show how their homes and way of life influenced their work.

The Tab Wear Collection toured the world, turning up at CES, the biggest tech conference and displayed at the Lenovo Milan store during Milan Fashion Week.

Activating in America and Europe, the collection's uniqueness, plus PR, supported by a website and social media, got the fashion world talking.

Using smart functional design we solved a consumer problem: Tablet portability.

As well as making Tablets fashionable on the go.

Our aim was to get people talking about us. And we did.

Consideration levels increased as search results for Lenovo hit a year long high.

Within one month and through PR alone, we reached 287M people.

And got +$5 million in earned media value.

But most importantly we got brands like Hypebeast, Vogue, Forbes and a whole lot more to start talking about Lenovo not as a tech brand, but as a fashion one.

Redefining fashion, redefining Lenovo.