Tiny.
It’s the new big


Lenovo needed a campaign that would help it claw back both mindshare and market share from key rivals HP and Dell, which had pushed Lenovo, until then the world’s reigning #1 PC manufacturer, into third place.

This campaign established a fresh momentum for the brand in a key category, with 63 confirmed meetings and a sales pipeline of $6.2 million.

Lenovo needed a campaign that would help it claw back both mindshare and market share from key rivals HP and Dell, which had pushed Lenovo, until then the world’s reigning #1 PC manufacturer, into third place.

This campaign established a fresh momentum for the brand in a key category, with 63 confirmed meetings and a sales pipeline of $6.2 million.

‘Tiny. It’s the new big’ was conceived to redramatise and differentiate the Lenovo brand and offering in the highly competitive, volume-driven PC market. It needed to mirror the success of our award-nominated ‘Tiny Not Timid’ campaign and echo part of its message and sentiment while working across two distinct audiences and several channels.

At the heart of the campaign was a great product: the Lenovo ThinkCentre Tiny Series of desktop computers, which pack power and performance disproportionate to their pencil-width size.

Playing with the idea of ‘tiny’, the creative theme was direct and impactful, bringing out the key product benefit. It was also highly versatile, adapting easily to a range of executions, assets, and media channels, including quirky, tiny-esque incentives and gifts that drove response.

$6.2 million
sales pipline
SQL 3.6% against
a benchmark
of 2.9%

twogether’s work on the ‘Tiny’ project typified the calibre of commercially relevant creativity we can always trust them to deliver. Simple, impactful, effective, and efficiently executed, this campaign delivered precisely what was called for: great results that helped Lenovo to win back mind- and market share and compete more effectively against our key rivals in the PC space.

Head of Commercial Marketing EMEA, Lenovo
Talk to us about Lenovo | twogether - Award-winning B2B marketing campaigns.