Lenovo Late Night I.T. Season 2
StudioNorth
Tech industry thought leadership content often lacks originality — and makes little impact. To stand out in this “sea of sameness,” Lenovo created Lenovo Late Night I.T., a late-night-style show, to engage IT users and decision-makers, elevate the parent brand, drive the One Lenovo story and be a DE&I change agent. The show’s first season was successful, gaining social traction and winning awards, but Lenovo wanted the second season to turn the engagement up to 11. For season 2, Lenovo teamed with StudioNorth to generate higher-quality, scroll-stopping content that would attract a bigger audience of enterprise IT customers and CIOs and encourage more sharing on social networks.
Lenovo Late Night I.T. Season 2 Trailer
Describe the brief or inspiration behind your project. What was your team tasked with?
Tech industry thought leadership content often lacks originality — and makes little impact. To stand out in this “sea of sameness,” Lenovo created Lenovo Late Night I.T., a late-night-style show, to engage IT users and decision-makers, elevate the parent brand, drive the One Lenovo story and be a DE&I change agent. The show’s first season was successful, gaining social traction and winning awards, but Lenovo wanted the second season to turn the engagement up to 11. For season 2, Lenovo teamed with StudioNorth to generate higher-quality, scroll-stopping content that would attract a bigger audience of enterprise IT customers and CIOs and encourage more sharing on social networks.
How did you ensure that your project remained true to the idea and on brand all the way from brief to launch?
Episodes were unfiltered, covering the good, the bad, the Zoom fatigue — all of the topics of today and predictions for tomorrow. To ensure an unbiased perspective and diversity in content, the show featured diverse guests from a wide range of industries, each challenging the status quo in unique ways. Viewers tuned into Lenovo Late Night I.T. to get a fresh take on tech and to join a conversation in a way that they’d never experienced.
What does being recognized by the Webby Awards mean for you and your collaborators?
The Webby Awards are in a class of their own, so winning one for our studio and the client would be the icing on the cake for one of our most successful content campaigns.