Lenovo ThinkPad aims younger, edgier with Ogilvy campaign for new ThinkPad Edge
7 January, 2010
Launch targets new consumers, maintains premium brand image
— Lenovo and Ogilvy & Mather Beijing have teamed up to launch a distinctive new ad campaign today in celebration of the computer maker’s just-released and very slick ThinkPad Edge. Specifically designed to appeal to consumers aged 25-30 in China’s tier one cities, the lustrous new laptop, available in eye-catching red, and both matte and glossy black, is an attempt by Lenovo ThinkPad to broaden its consumer base beyond traditional business users.
The sleek design of Edge - and the campaign by Ogilvy - aim to help Lenovo stand out from its domestic and international rivals by appealing to the emotions and sensibilities of a new and younger group of laptop users. While the new Edge strives to appeal to a different audience than its predecessors, it also maintains ThinkPad’s premium brand quality and image.
Central to the campaign is the red dot (the track point) - the iconic symbol of ThinkPad – that
represents thoughts and ideas. Interpretations of the red dot serve to unify the campaign across media channels while rich media imagery such as dripping wet paint illustrates the glossy and bold design of the ThinkPad Edge.
For instance, a mini-site invites consumers to share their creative ideas by drawing pictures
online to show how the red dot can be interpreted in unique ways that are only limited by their
imagination. These user-generated pictures are instantly posted on the site and are viewable by other visitors in real-time. The site also incorporates innovative Light Paint (or Pika Pika)
technology to visually bring the inventive nature of the product’s positioning to life through
animated interpretations of a person’s ideas, imagination and dreams. This theme continues in the TVC.
In the print ad, the red dot concept is illustrated by a notebook that sits open, reflecting the
glowing red dot on the foreheads of its users, demonstrating the passion and open-mindedness of young people that eagerly pursue their dreams, approach decisions with bravery, are audacious and enjoy life’s journey.
“Our mission was twofold,” said Jennie Fan, Executive Director of Ogilvy’s Lenovo Brand Team. “We needed to connect with the post-80s generation of Chinese consumers in a way that would appeal to their spirit of independence, intelligence and self-confidence while also associating Edge with ThinkPad’s premium quality and technology leadership. And we had to do this without boring them with only product specifications and rational drivers. The simplicity of the iconic red dot was the conversation starter that we were searching for.”
The campaign will appear online, in print, TVCs, radio, OOH and retail. The first phase of the
Edge campaign will run throughout the first quarter of 2010.
View the dedicated mini-site at edge.thinkworld.com.cn
Project: Lenovo ThinkPad Edge
Client: Lenovo ThinkPad
Brief: To help establish Edge as a strong new sub-brand for ThinkPad
Creative agency: Ogilvy & Mather Beijing
Creative Directors: Kai Lu, Yanyan Yang
Account Lead: Julie Wang
Media Agency: Neo@Ogilvy (digital media), Maxus (offline media)
Exposure: TVC, print, radio, online, minisite, OOH, and retail For further information, please contact:
Sarah Guldin firstname.lastname@example.org
Tel: (8610) 8520 6552About Ogilvy & Mather Group China
Ogilvy & Mather Group China (http://www.ogilvy.com.cn
) is the largest marketing communications
network in China. It offers the full range of marketing communication disciplines including
advertising, direct marketing, interactive media, database management, public relations, graphic design and related marketing disciplines.
As Brand Stewards, the agency works to leverage the brands of its clients by combining local
know-how with a worldwide network, creating powerful campaigns that address local market
needs while reinforcing the universal brand identity. The hallmark of the agency’s brandbuilding capabilities is 360 Degree Brand Stewardship®, a holistic approach to communications, using what is necessary from each discipline to build a brand.
Ogilvy & Mather Worldwide (ogilvy.com
), a subsidiary of WPP (NASDAQ: WPPGY), is one of
the largest marketing communications networks in the world, with 495 offices in 120 countries, specializing in advertising, relationship and interactive marketing, public relations, sales promotion and related services.