New brand platform aims to strengthen awareness of its smartphones with millennials around the world
MANILA, Philippines – July 29, 2015: Lenovo (HKSE: 992) (ADR: LNVGY) today announced the launch of VIBE ON, a new and vibrant campaign identity aimed at strengthening awareness of its smartphones globally. VIBE ON is an extension of Lenovo’s overarching master brand position, predicated on the belief that life rewards those that never stand still.
Targeted predominantly at millennials, the VIBE ON brand promise aims to empower individuals to go their own way, by providing smartphones with the latest technology and features that they care about, at a price they wouldn’t expect.
“Consumers nowadays are increasingly savvy and price conscious. Most of them are discerning enough to trade “good-to-have” features for products that offer outstanding value,” said Dino Romano, Country Lead, Lenovo Smartphones, Philippines. “The VIBE ON promise emphasizes our belief in making cutting-edge technologies with innovative designs but a price that is not expensive and exclusive.”
The design philosophy behind Lenovo’s VIBE series of smartphones is embodied across three main product pillars – a seamless camera experience, enhanced multimedia capabilities, and an adaptive VIBE user interface. A great example is the latest Lenovo VIBE Shot, which offers the best of both worlds by combining a premium 4G smartphone with a high-performance camera that incorporates advanced “prosumer” hardware and features that budding and seasoned photographers will love.
Today, Lenovo also introduced the official VIBE ON campaign ambassadors for Philippines, Monika Sta. Maria and Alyssa Valdez. Monika was recently part of the top 3 in Asia’s Next Top Model while Alyssa is a multi-awarded athlete from Ateneo De Manila University and considered as best collegiate volleyball player in the Philippines today. Both ambassadors are successful in their chosen fields and an inspiration to millennials today.
The bold and lively VIBE ON branding will be integrated end-to-end for the smartphone business to provide a seamless consumer experience – from advertising to packaging and accessories to the VIBE UI. Watch the VIBE ON brand anthem video here:
VIBE ON Manifesto
We all have it in us. A thing that’s just ours.
A style. An idea. A spirit.
A voice that says you’re here to do something great.
Something that hasn’t been done — by you. Maybe by anyone.
It calls you to go your own way.
Stand out from something. Stand up for something.
Be adventurous and free.
Because great things are waiting.
And we want to help make them yours.
About VIBE ON
VIBE ON is the campaign platform for Lenovo smartphones. Targeted predominantly at millennials, the VIBE ON brand promise aims to empower individuals to go their own way, by providing smartphones with the latest technology and features that they care about, at a price they wouldn’t expect. VIBE ON is not only a rally cry for millennials to accomplish what matters to them, but also expresses Lenovo’s commitment to making cutting-edge innovation and premium technology accessible to help them achieve that.
Lenovo (HKSE: 992) (ADR: LNVGY) is a $46 billion global Fortune 500 company and a leader in providing innovative consumer, commercial, and enterprise technology. Our portfolio of high-quality, secure products and services covers PCs (including the legendary Think and multimode YOGA brands), workstations, servers, storage, smart TVs and a family of mobile products like smartphones (including the Moto brand), tablets and apps. Join us on LinkedIn, follow us on Facebook or Twitter (@Lenovo) or visit us at www.lenovo.com.
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