品牌手机上市营销推广策划案

FY15/16

BTSCampaign

GeoInterlockCallWWMBGSmartphoneTeamJune17,20162015LenovoInternal.Allrightsreserved.AgendaTopicSpeakerDuration1VIBEONProgressUpdatesAmy5min2VIBEONBrandBookAmy10

min3VIBEShotATLAssetsAmy20min4VIBEShotFunctionalPlansT100&Huge&Mona45min5BTSAssetPlan&TimelinesAmy5min6Q&AAmy5min2015LenovoInternal.Allrightsreserved.VIBEONProgressUpdates2015LenovoInternal.Allrightsreserved.ProgressTrackerITEMSSTATUSNEXTSTEPSTestCompleted5/11KeyTakeawaysCampaignishighlylikedacrossallmarketsEnsuremodelisappealingandthattheirstorycomesthroughinthebrand-ledvisualsMoreproductinformationisneededacrossbothbrand-ledandpeople-ledvisualsApplytestingfeedbacktoalldeliverablesWorkshopCompleted5/29-5/30KeyTakeaways(seeattachedforfullconferencerecap)ApplytestingfeedbacktoalldeliverablesEnsuretheNeverStandStillandVIBEONlensisappliedtoalldeliverablesEnsureallchannelsofcommunicationarebothconsistentandintegratedApplyworkshopfeedbacktoalldeliverablesBrandStrategySectionCompletedExecutionGuidelinesinProgressSeriesPatternsCompleted(seefollowingslides)1guidelinesforassetstobereleasedwithVIBEShot(fullguidelinesinprogress)AwaitingWWBrandGuidelinesforapplicationofNSSintofuturedeliverablesToreleaseguidelinesinphasesstartingmid-Junewithestimatedcompletiondate6/30VIBEBrandAnthem:UploadedtoLCCVIBEShotKV&Display:Tobereleasedweekof6/8VIBEShotPR&SocialPlan:Forsharingtodayandfinalizeweekof6/8VIBEShotRetail:Offlinesharingweekof6/15BTSProductMarketingAssets:SeeassettimelinefordetailsTocompleteVIBEShotassetsweekof6/8OtherBTSproductstobereleasedaccordingtotimelineQUALITATIVETESTINGOFVIBEONCONCEPTSVIBEONBEIJINGWORKSHOPVIBEONBRANDBOOKBACK-TO-SCHOOLPLAN&ASSETDEVELOPMENT2015LenovoInternal.Allrightsreserved.VIBEONBrandBook2015LenovoInternal.Allrightsreserved.VIBEONBrandBookOutlineSectionI:IntroductionPurposeoftheVIBEBrandBookTableofContentsSectionII:StrategyLenovoBrandStrategyVIBEBrandPurposeTargetAudienceInsightSharedIdealExpressionofBrandPlatformTargetAudienceandProductPortfolioBrandArchitectureVIBEOnPersonality&DefinitionSectionIII:CampaignFromStrategytoCreativeBrandAnthemVideo&ScriptKeyVisualsSectionIV:VisualIdentityVIBEONWordMark&PatternsPhotography(mood,colorpalette,subject)Iconography(establishedsetoficons)Typography(fonttype,fontcolor)ToneofVoice(useofVIBEON,headlines,subheads,copy)ApplicationacrossMediaChannelsGuidelines&TemplatesforOOH,Social,PR,Retail,etc.Pullingallthevisualelementstogether(placement&usageofLenovo&VIBElogos,VIBEONwordmark,talent,product,headline,subhead,copy,icons,etc.)Dos&Don’tsSectionV:ContactInformationLenovo&BlastContactInfoCompletedCompletedCompletedInProgressCompleted2015LenovoInternal.Allrightsreserved.VIBEONPatternsbyProductSeriesVIBEShotConsiderations:Positioning:Capture&ShareDeviceColors:Red,White,BlackLook:MoremasculinePatternDesign:Application:VIBESSeriesConsiderations:Positioning:Style&SubstanceDeviceColors:White,BlueLook:MorefemininePatternDesign:Application:VIBEPSeriesConsiderations:Positioning:Power&ProductivityDeviceColors:Gold,Gray,Silver,DarkBlue,BlackLook:MoremasculinePatternDesign:Application:VIBEXSeriesConsiderations:Positioning:Multimedia&EntertainmentDeviceColors:White,Orange,Gold,RedLook:GenderneutralPatternDesign:Application:VIBEMax(TBD)Considerations:Positioning:Big-ScreenExperienceDeviceColors:TBDLook:GenderneutralPatternDesign:Application:ProductIDTBDLenovoASeriesConsiderations:Positioning:AffordableAccessDeviceColors:Black,WhiteLook:GenderneutralPatternDesign:Application:LenovoKSeries(variationofA)Considerations:Positioning:AffordableAccessDeviceColors:Black,WhiteLook:GenderneutralPatternDesign:Application:LenovoFamily/DefaultPatternConsiderations:Foruseinretailenvironmentsand/orwhenmultipledevicesaredisplayedtogether.Alsoa“default”patternforthingsliketheboot-upanimationondevices.PatternDesign:Application:PatternsSummaryVIBEShotVIBESVIBEPVIBEXVIBEMaxLenovoALenovoKFamilyTBDhttps:///download/bXBieW53YTJYSHpIRHRVag

/download/bXBZb253YTJvQUt4djhUQwhttps:///download/bXBhL0dBMm1KV05qQThUQw

https:///download/bXBhU2VwYUlKV05nRXNUQwhttps:///download/bXBhU2VwYUlveFA0WjhUQwhttps:///download/bXBZb253YTJsUjlYd3NUQwhttps:///download/bXBZb253YTJmVGF2eE1UQw

https:///download/bXBZb253YTJsUjg5WThUQwhttps:///download/bXBieW53YTI1UjZKUmNUQwhttps:///download/bXBieW53YTI3N0RxYk1UQwBackgroundWordMarksPatternApplication:Boot-Up&ShutdownScreen(WIP)PatternApplication:UI/GUIApplication(WIP)VIBEONWallpaperVIBEONAppPatternApplication:Packaging(WIP)PatternApplication:MerchandiseExamplesPoloShirtsTiesHandkerchiefPencilCaseFolder2015LenovoInternal.Allrightsreserved.VIBEShotATLAssetsTVC/KeyVisuals/Display2015LenovoInternal.Allrightsreserved.VIBEBrandAnthem(TechWorldVersion)Weallhaveitinus.Athingthat’sjustours.Astyle.Anidea.Aspirit.Avoicethatsaysyou’reheretodosomethinggreat.Somethingthathasn’tbeendone—byyou.Maybebyanyone.Itcallsyoutogoyourownway.Standoutfromsomething.Standupforsomething.Beadventurousandfree.Goon.Chargeon.Rockon.Playon.Poweron.Keepon.

Becausegreatthingsarewaiting.Andwewanttohelpmakethemyours.LenovoVIBE.VIBEON.2015LenovoInternal.Allrightsreserved.VIBEBrandAnthem:AvailableFilesAssetslistedbelowhavebeenfinalapprovedbyLenovo.AssociatedsourcefilesareavailableonHightail(eventuallyLCC)forin-marketusebyLenovo&LenovoVIBEfunctionalagencies:Filename:VIBEBrandAnthemVideo:TechWorld:60Version–SourceFiles

Link:https:///download/bXBiNnFPcTJveE0xZXNUQwFileContainsTechWorldBrandAnthem–720p(NoTitles)-.mp4TechWorldBrandAnthem–720p(withTitles)-.mp4TechWorldBrandAnthem–1080p(NoTitles)-.mp4
TechWorldBrandAnthem

–1080p

(withTitles)-.mp4TechWorldBrandAnthem

–1080p

(noMusicversion)-.mp4MusicTrack(separatedout)-.mp4VOTrack(separatedout)-.mp4WrittenscriptinEnglish–WordDocUsageRights:Unlimited,Global,Broadcast&Web2015LenovoInternal.Allrightsreserved.VIBEShotKV:Geo&TestFeedbackLenovoLogo:

NeedstobemoreprominentinthelayoutsVIBEONWordMark:

TheVIBEONwordmarkisdifficulttoread(especiallywhenplacedonthetalent)TranslatedWordMark:

IncludetranslatedVIBEONwordmarkinthelayoutsProductName:

TheproductnameneedstobemoreprominentProductImages:

Needtobelarger(especiallyinthebrand-ledlayouts)anddisplayedinmoredynamicallyProductInformation:

Needtodial-uptheproductinformationinbothbrand-ledandproduct-ledlayoutsUseofTalent:

Needstostrikingandtellastory2015LenovoInternal.Allrightsreserved.VIBEShotKV:HorizontalBrand-Led(English)2015LenovoInternal.Allrightsreserved.VIBEShotKV:HorizontalBrand-Led(Translated)2015LenovoInternal.Allrightsreserved.VIBEShotKV:VerticalBrand-Led(English&Translated)2015LenovoInternal.Allrightsreserved.VIBEShotKV:Brand-LedAvailableFilesAssetslistedbelowhavebeenfinalapprovedbyLenovo.AssociatedsourcefilesareavailableonHightail(eventuallyLCC)forin-marketusebyLenovo&LenovoVIBEfunctionalagencies:Filename:VIBEShotBrand-LedKVs(Russia)–SourceFiles(JPGS&InDesign&linkedfiles)Link:/download/bXBhb3BEY1N0TW1LRmNUQwFileContains:VIBEShotBrand-LedPrint–Horizontal(English)-w/RussiafemaletalentVIBEShotBrand-LedPrint–Horizontal(“Translated")

-w/RussiafemaletalentVIBEShotBrand-LedPrint–Vertical(English)

-w/RussiafemaletalentVIBEShotBrand-LedPrint–Vertical(“Translated")

-w/RussiafemaletalentUsage:Oneyear(fromin-marketusedate),global(exceptNorthAmerica,CanadaandMexico),allmediausage(excludingbroadcast)*Important*Teamspleasenotifyourteamwhentheimagefirstgoesintomarket2015LenovoInternal.Allrightsreserved.VIBEShotKV:HorizontalProduct-Led(English)2015LenovoInternal.Allrightsreserved.VIBEShotKV:HorizontalProduct-Led(Translated)2015LenovoInternal.Allrightsreserved.VIBEShotKV:VerticalProduct-Led(English&Translated)2015LenovoInternal.Allrightsreserved.VIBEShotKV:Product-LedAvailableFilesAssetslistedbelowhavebeenfinalapprovedbyLenovo.AssociatedsourcefilesareavailableonHightail(eventuallyLCC)forin-marketusebyLenovo&LenovoVIBEfunctionalagencies:Filename:VIBEShotProduct-LedKVs–SourceFiles(JPGS&InDesign&linkedfiles)Link:https:///download/bXBhb3BEY1NrYUJsQXNUQwFileContains:VIBEShotProduct-LedPrint–Horizontal(English)-w/Russiafemaletalenton-screenimageVIBEShotProduct-LedPrint–Horizontal(“Translated")

-w/Russiafemaletalenton-screenimageVIBEShotProduct-LedPrint–Vertical(English)

-w/Russiafemaletalenton-screenimageVIBEShotProduct-LedPrint–Vertical(“Translated")

-w/Russiafemaletalenton-screenimageUsage:Oneyear(fromin-marketusedate),global(exceptNorthAmerica,CanadaandMexico),allmediausage(excludingbroadcast)*Important*Teamspleasenotifyourteamwhentheimagefirstgoesintomarket2015LenovoInternal.Allrightsreserved.VIBEShotKV:HorizontalProduct-Led(3-Device)-12015LenovoInternal.Allrightsreserved.VIBEShotKV:HorizontalProduct-Led(3-Device)-22015LenovoInternal.Allrightsreserved.VIBEShotKV:Product-Led(3-Device)AvailableFilesAssetslistedbelowhavebeenfinalapprovedbyLenovo.AssociatedsourcefilesareavailableonHightail(eventuallyLCC)forin-marketusebyLenovo&LenovoVIBEfunctionalagencies:Filename:VIBEShotProduct-LedKVs–SourceFiles(JPGS&InDesign&linkedfiles)Link:https:///download/bXBZek90dEM3bUROUjhUQwFileContains:VIBEShotProduct-LedPrint–Horizontal(English)–w/3-colordevicesVIBEShotProduct-LedPrint–Horizontal(“Translated")

-w/3-colordevicesUsage:Unlimitedusage2015LenovoInternal.Allrightsreserved.ApplicationtoOOH:Brand-Led-Option12015LenovoInternal.Allrightsreserved.ApplicationtoOOH:Brand-Led-Option22015LenovoInternal.Allrightsreserved.ApplicationtoOOH:ProductLed-Option32015LenovoInternal.Allrightsreserved.VIBEShotStandardBanner:300x250Brand-LedNotes:Flashanimationandrolloutofsizes(728x90and160x600)inprogress2015LenovoInternal.Allrightsreserved.VIBEShotStandardBanner:300x250Product-LedNotes:Flashanimationandrolloutofsizes(728x90and160x600)inprogress2015LenovoInternal.Allrightsreserved.VIBEShotRichMediaBanner:Expandable/PageTakeoverNotes:

ThisbannerconceptwouldrequireuseoftheexistingLenovo-producedproducttourvideoNeedtocheckplacementoflogowithWWBrandTeam2015LenovoInternal.Allrightsreserved.VIBEShotFunctionalPlansPR/Social/Retail2015LenovoInternal.Allrightsreserved.GeoFeedbackfromWorkshopMainComments:The“NeverStandStill”brandstrategyneedstobeintegratedacrossallassetsEnsurethereisconsistencyinmessaging&visualsacrossallfunctionsNeedaclearhierarchyofmessagingforLenovovs.VIBEvs.VIBEOn(esp.inretail)PleaserefertoattacheddecksforupdatesonPR,Social,Retail

2015LenovoInternal.Allrightsreserved.BTSAssets&TimelinesBack-to-SchoolCampaign–SSDatesbyCountryDatesasofJune12,2015DetailedTimelineDetailedTimelineVIBEShot/assetdetails.html/content/dam/lenovo/active/lenovo_smartphone/vibe-s-shot/sales%20_training/sales_kit/ww/vibe-s-shot_sales_kit_vibe_shot_messaging_source1312518575.pptxVIBES1/assetdetails.html/content/dam/lenovo/active/lenovo_smartphone/vibe-s1/sales%20_training/sales_kit/ww/vibe-s1_sales_kit_vibe_s1_messaging_v1_4_source.pptxLenovoA6010https:///assetdetails.html/content/dam/lenovo/active/lenovo_smartphone/a6010/sales%20_training/sales_kit/ww/a6010_sales_kit_a6010_messaging_source.pptx

LenovoA2010https:///assets.html/content/dam/lenovo/active/lenovo_smartphone/a2010/sales%20_training/sales_kit/wwMessagingDocumentsAvailableNewLinkLenovoA1000http:///?r=5060&k=4efec0bc0dNewLinkVIBEP1/?r=5061&k=c020b33c2aNewLinkVIBEP1m/?r=5062&k=27310f2698NewLinkVIBEShothttps:///assets.html/content/dam/lenovo/active/lenovo_smartphone/vibe-s-shot/collateral/datasheet/wwVIBES1https:///assets.html/content/dam/lenovo/active/lenovo_smartphone/vibe-s1/collateral/datasheet/wwDatasheetsAvailableVIBES1:ProductPhotos/assets.html/content/dam/lenovo/active/lenovo_smartphone/vibe-s1/asset_building_blocks_images/images_product_photography/wwVIBEShot:ProductPhotos/assets.html/content/dam/lenovo/active/lenovo_smartphone/z90/asset_building_blocks_images/images_product_photography/wwVIBEShot:LifestylePhotos(Hi-Res)/assets.html/content/dam/lenovo/active/lenovo_smartphone/vibe-s-shot/print/lifestyle_photos/ww/hi-resVIBEShot:LifestylePhotos(Lo-Res)/assets.html/content/dam/lenovo/active/lenovo_smartphone/vibe-s-shot/print/lifestyle_photos/ww/low-resPhotographyAvailableVIBEShot:ProductTour&ePOSVideoDownloadLink:

VIBE_SHOT_YOUTUBE_1920x1080.mp4

http:///pages/view.php?ref=5080&search=vibe+shot+product+tour&offset=0&order_by=relevance&sort=DESC&archive=0&k=&go=previous&curpos=&

VIBE_SHOT_HD_YOUTUBE_960x540.mp4/pages/view.php?from=search&ref=5080&ext=jpg&search=vibe+shot+product+tour&offset=0&order_by=relevance&sort=DESC&archive=0&k=ePOS

http:///?r=5068&k=7dd6990357UsageRights:27.05.15-27.05.17.Worldwideusagerightsofthevideoforaperiodof24months.IncludedMediaRightsareallmediaapartfromabovethelineadvertising,hereintakentomeanpaidcommercialmediaplacementsinprint,television,cinema,oronline(“ATLAdvertising”).Fortheavoidanceofdoubt,IncludedMediaRightsinclude,butarenotlimitedto,Internet,web,Internetprint,pointofsale,industrial,

tradeshows

andpublicrelation.

27.05.15-27.05.16.BroadcastforAP&EMEAREGIONS

Important:Pleaseprovidethedetailsbelowtotherelevantstationwhenthevideogetsbroadcasted.Pleasealsoletusknowabout(5)&(6)sotheartistcantracktheTVbroadcastsoncetheindividualadscriptshavebeenregistered.

(1)Trackname: VibeBeat(2)

Composer: HMXMedia(3)

Affiliation/Publisher: PRSForMusic(UK)(4)

Tunecoderefnumber: 184060LU(PRS)(5)

Scripttitles: **PLEASEADVISE**(6)

ClockNumberperscript: **PLEASEADVISE**

ContactInfo:AtishGhosh

&Hao

Meng(Helen)VIBEShot:QualcommVideoDownloadLink:/assetdetails.html/content/dam/lenovo/active/lenovo_smartphone/vibe-s-shot/video_tvc/videos/ww/vibe-s-shot_videos_vibe_shot_qualcomm_video_final_source.mp4UsageRights:Duration:TBCTimeframe:TBCGeography:TBCMedia:TBCContactInfo:AtishGhosh&HaoMeng(Helen)VIBEShot:Mother’sDayVideoDownloadLink:https:///assetdetails.html/content/dam/lenovo/active/lenovo_smartphone/vibe-s-shot/video_tvc/videos/ww/vibe-s-shot_videos_lenovo_vibe_with_mom_no_taghd_source.mp4UsageRights:Duration:2yearsTimeframe:May8th,2015toMay8th

2017Geography:GlobalMedia:Digitalpaidmedia(TVCnotincluded)

ContactInfo:YunYunWang(June)HopeLee,AccountSupervisor,WooAgency(hlee@)#1DIYwithamarker#2DIYwithlip-gloss#3DIYwithasieve#4DIYwithjewelry#5DIYwithanumbrella#6DIYpanoramicselfie#7DIYactionshot#8DIYlightgraffitiVIBEShot:#TrickYourShotVideosDownloadLink:http:///pages/search.php

Type“VIBEShotTrickYourShot”intosearchbarintheVaultAssetPortalUsageRights:Duration:TBCTimeframe:TBCGeography:TBCMediaCoverage:TBC

ContactInfo:AtishGhosh&HaoMeng(Helen)VIBEShot:SmartCompositionPhoto&VideosDownloadLink:Photos:/pages/view.php?from=search&ref=5039&ext=jpg&search=vibe%2C+shot&offset=0&order_by=relevance&sort=DESC&archive=0&k=/pages/view.php?from=search&ref=5038&ext=jpg&search=vibe%2C+shot&offset=0&order_by=relevance&sort=DESC&archive=0&k=Videos:/pages/view.php?from=search&ref=5035&ext=jpg&search=vibe%2C+shot&offset=