LENOVO | The First AI Catwalk in Greece
Challenge
As the leading PC manufacturer in Greece, Lenovo has faced occasional criticism regarding product quality. With their investment in cutting-edge technology and the launch of the new 'Smarter AI for ALL' series, the ask was to engage a premium audience and reshape the brand’s perception.
Approach
Solid Havas’ proposal was to partner with the number 1 fashion magazine in Greece, ELLE and co-launch through an impressive party the new Lenovo AI Series and the new website of ELLE.gr.
By merging the worlds of technology and lifestyle, Solid Havas created striking, cutting-edge content exclusively powered by AI and Lenovo’s advanced devices. The project centered on designing a "tech couture" collection inspired by Lenovo laptops—drawing from the elegance of ThinkBook, the power of Legion, the style of ThinkPad, and the adaptability of Yoga. These designs were brought to life as AI-generated models who walked the virtual runway, telling a captivating story of the intersection between fashion and technology.
This one-of-a-kind AI fashion show premiered in early December during Lenovo’s annual event, which showcased the company’s new "Smarter AI for All" strategy. More recently, it was presented as part of the relaunch party for ELLE.gr, titled "New ELLE.gr - New Era, powered by LENOVO," with distinguished guests from the creative industries, fashion designers, media representatives, and technology experts in attendance.
The campaign will continue through digital communication and engaging social media content, amplifying the story of AI's transformative role in fashion and technology.
Results
The partnership achieved outstanding success, generating over 500,000 euros in earned media coverage across both offline and online platforms.
Key highlights include:
400% ROI
550+ attendees at the live event
200+ social media posts by over 100 influencers, creators, and celebrities, reaching an estimated audience of 510,000 people
Dominated morning shows with 6 TV appearances and a total of 31 minutes of earned airtime
