In November 2015, Mate Bulgaria executed an impressive promotional campaign for Lenovo, presenting the iconic ThinkPad series in an extraordinary and memorable way — through live endurance tests.
For one week, from November 5 to 11, a special demonstration zone was set up at Paradise Center, where visitors could not only explore ThinkPad up close but also witness a series of live crash tests proving its legendary toughness and reliability.
Among the challenges performed on site were:
- water spill test
- vibration test
- sand exposure
- freezing
- cutting vegetables on the laptop surface
- impact against a table
- dropping a dumbbell onto the keyboardзаливане с вода
Visitors responded with surprise and admiration, while Lenovo experts on site provided consultations, product information, and exclusive offers for those ready to invest in a truly durable machine.
The event achieved high visibility and engagement among its audience — a combination of hands-on experience, product education, and direct sales, turning ThinkPad Live into a successful example of a marketing activation focused on customer experience.
What we did?
The Mate Bulgaria team was responsible for the overall concept, organization, and communication of the event — from creative development and logistics to visual identity and media support.
Thanks to a creative approach and attention to detail, ThinkPad Live became an excellent example of an effective integrated campaign, demonstrating how a brand can come to life through experience
Watch the video below to see how ThinkPad went through a series of real-life challenges and proved that its durability is not just a legend, but a fact.
