OgilvyOne Beijing launches a funky new campaign for Lenovo ThinkPad targetting the youth market
Lenovo ThinkPad and OgilvyOne Beijing have launched a funky new campaign to introduce the computer-maker’s latest model – ThinkPad X100e – as the perfect hybrid of a powerful laptop and a convenient netbook. Aimed at students and young professionals in China’s tier one cities, the 11-inch Xiao Ben (literally “small book”) is part of Lenovo ThinkPad’s strategy to appeal to younger consumers beyond its traditional base of business users.
Offering more than a typical netbook, ThinkPad X100e enables internetconnectivity and office and entertainment functionality, anytime,anywhere. Younger consumers will be attracted to the Xiao Ben for itsconvenient-to-carry dimensions, full-size keyboard and competitiveprice, coupled with ThinkPad’s premium brand performance.
Thechallenge for OgilvyOne was to demonstrate the technical functions andfeatures of the undersized laptop in a fun way that would make a bigimpression on the young audience.
Doug Schiff, ExecutiveCreative Director of OgilvyOne Beijing, said, “This demographic has somuch going on in their lives and they wear multiple hats, often in thespan of a single day: child, parent, friend, employee, student, spouse,date, just to name a few. These frequently conflicting roles arereflected in their multifaceted personas and needs. We wanted thecampaign to celebrate this ‘organized chaos’ in a fun way that thetarget would identify with.”
Creative Director on theproject, Kama Yu, added, “Since style for this age group is all-important, we wanted to give the site some fashion flair, and not onlyshow off the product’s functionality.”
OgilvyOne brought theidea to life by creating an entertaining, all-video website thatfeatures two characters, one male and one female, whose clothing andstyling quickly alternate through 10 distinctly different genres asthey simultaneously demonstrate 20 functions of the Xiao BenX100e…and the characters’ multidimensional personalities – a themethe consumer can relate to. The print ad echoes the same concept.
Todrive deeper engagement, consumers are invited to upload their ownheadshot photos to the site where they can try on all the dramaticallydifferent looks. Those photos can then be shared with friends online ordownloaded as wallpaper or screensavers.
The month-longcampaign will appear online, in print, OOH and retail. Banners, viralvideos and screensavers on SNS such as renren.com have been created todrive traffic to the dedicated mini-site.
Credits- ECD: Doug Schiff. CD: Kama Yu. Art Directors: Xiao Xin, Cheng Feng.Copywriters: Sam Sun, Zhao Fei. Agency Producer: Hao Tao. ProductionHouse: Cai Tian She.