The Meow Book project was specifically aimed at building, strengthening and warming up relationships between Lenovo brand and the audience of cat owners in Ukraine. This became possible through usage of an on-point insight relatable to overall strategy of the brand, at a very suitable point in time. However, on top of that project managed to show even wider audience a more empathetic and caring side of a presumably cold technological brand. This unusual PR-action positively shifted brand`s image in general.

• Global pandemic of COVID-19 and following lockdown made millions of Ukrainians relocate their working spaces from offices to their own homes.

• 34% of urban residents in Ukraine own a cat. This transition provoked wave of mental health issues and lack of productivity.

• Cats really really like to lay over laptops of their owners. Firstly, because of the warmth of the laptops. Secondly, because they simply want their owners’ attention.

Lenovo Ukraine has created a laptop for cats — MeowBook. Do you want your cat to be with you, while you work, but still be able to maintain your productivity and focus? Place your MeowBook next to your laptop, plug in the USB cable to initiate built-in heater warm up and your cat won`t occupy your laptop anymore, while still staying close. Cat will move to Meowbook, which has plenty of other additional cat add-ons.

First of all, project powered up general Lenovo strategy of “smart solutions for everyone”.

Secondly, project showcased how Lenovo, hi-tech electronics brand, thinks not only about functional features of its products, but also takes care of product usage experience and client’s daily comfort.

Project also highlighted the problem of “device damaged by cat’s fur”, which became communicative innovation in this category in Ukraine.

We managed to implement a full-fledged functional device. MeowBook is, basically a cat-lounge, which has sizes and forms of an ordinary laptop. It is made from soft hypoallergic material safe for cats. It has a built-in heater, MeowPad with massage effect, which produces crackling sounds under cat’s paws, even a gaming mouse, literally. We presented the first limited edition with the help of bloggers and social media activation.

Creative infectiousness, originality and non-standard merging of high-end technologies and additional customer care allowed Lenovo to be organically discussed in media, get showcased in a popular morning show and get total of 9.5 million impressions in first 2 weeks. Now 9,5 million people consider Lenovo to be an innovative brave brand which places work-life balance and true customer care even above technologies.