Posted: Apr 14, 2011
Lenovo sets off on European roadshow
Marketing roadshow specialist Event Marketing Solutions (EMS) has launched a Europe-wide roadshow for leading global technology brand Lenovo. With 45 stops in nine Western European countries, it’s the fourth EMS-managed roadshow to set off across Europe in as many months.
The ‘Lenovo Roadshow’ - the first vehicle-based marketing campaign for the brand - will give customers a hands-on experience of Lenovo’s pioneering range of products and services for the education sector. Its primary target audience is decision-makers in higher education and enterprise, with students a secondary target.
The intensive 13-week tour kicked off in Denmark on April 1st and from there it will go on to visit Norway, Sweden, Germany, France, Spain, Netherlands, Belgium and the UK.
The 56m2 mobile lab has been designed by EMS to deliver maximum flexibility for each country - by allowing it to be tailored with multilingual branding and individualised products. Detailed attention was given to the interior, which uses a range of cutting-edge, contrasting materials such as stainless steel and bright red glass to compliment Lenovo’s corporate branding.
The hi-tech fit-out includes Wi-Fi and cabled internet connections, power for the client server network and at least 25 PCs, wall-mounted plasma screens, air conditioning and sound systems.
Marie de Beaufort, relationship marketing manager for Western Europe at Lenovo said:
“We’re extremely excited about this roadshow - it will be the first time we’ve reached our European customers in this way; and because the budget is shared between multiple territories it’s a very efficient way to develop new business.
“This powerful marketing tool will help us to visibly promote our brand and communicate face-to-face and more importantly allow European customers to feel, touch and understand who we are. EMS has delivered an innovative interior that truly conveys the vibrancy and attractiveness of our product range.”
Justin Isles, client services director at EMS said: “We are delighted to yet again demonstrate our expertise in managing a complex pan-European campaign in this partnership with Lenovo.
“They, like other leading brands, recognise the power of taking products direct to customers - and this innovative campaign, tailored to meet the needs of each country, shows that language is no barrier when it comes to roadshow marketing.”