Lenovo 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.
|New brand platform aims to strengthen awareness of its smartphones with millennials around the world|
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.