In 2019, Lenovo launched the ThinkBook 13s laptop in Indonesia, targeting SMEs and young entrepreneurs with the tagline “Built for Business, Designed for You.” The campaign centered on blending professional functionality with sleek design, positioning the device as a tool for modern entrepreneurs. To amplify relatability, Lenovo partnered with Putri Tanjung, a high-profile millennial CEO and founder of Creativepreneur, whose personal journey of overcoming adversity (including childhood bullying and societal pressures) mirrored the laptop’s ethos of resilience.

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The campaign’s cornerstone was the Lenovo ThinkBook CEO Club, a two-day workshop in September 2019 featuring mentors like Deddy Corbuzier and Gita Wirjawan. Attendees paid Rp 3 million for sessions on leadership and personal branding, where Putri highlighted the ThinkBook 13s’ features: fingerprint security, ultra-slim portability, and 11-hour battery life. Media engagements with outlets like CNBC Indonesia further tied Putri’s success story to the laptop’s role in productivity.

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By merging Putri’s inspirational narrative with hands-on workshops and targeted product positioning, Lenovo cemented the ThinkBook 13s as a symbol of Indonesia’s entrepreneurial growth, aligning seamlessly with its “Built for Business, Designed for You” vision.