Background
With Chinese university students representing an increasingly promising market for the ThinkPad, Lenovo wanted to update the group on its technology and the value this could add to their lives.
Objective
The aim was to educate the target audience (which is often critical of one-way communication) about the product in a fun and appealing way. The key markets were identified as Beijing, Shanghai, Wuhan, Guangzhou and Chengdu.
Execution
The campaign aimed to help students understand the ThinkPad’s advanced technology and the value it offered users. The creative concept centred on introducing them to Xiao Hei Zhi Mi, or The Mystery Egg, which came alive in a 3D format through the use of webcams and augmented reality on computer screens and mobile phones. This marked the first time in China that augmented reality had been used on computers.
Visitors to the site were invited to drop 'tokens' into an online egg machine similar to those found in children's amusement arcardes; certain eggs allowed the user to view an augmented reality video. Those who collected all winning Mystery Eggs won ThinkPad discounts and the chance to visit Lenovo’s Innovation Centre in Japan.
To drive traffic to the ThinkPad website, ad banners were launched on popular student websites such as Xiaonei, and BBS sites were seeded with the topic. ThinkPad brochures and posters were also distributed widely and posted prominently on university campuses.
Results
During the three-week campaign, the figure for unique website visitors rocketed to 460,000, while minisite page views topped 2,470,000. The number of registered users exceeded the sum of the previous three campaigns, and, most importantly, 9,100 ThinkPads were ordered online during the promotion period.
Credits
Project: The Mystery Egg
Client: Lenovo
Product: ThinkPad notebooks
Creative agency: OgilvyOne Beijing
Executive creative director: Doug Schiff
Creative director: Yanyan Yang
Art director: Jimmy Wang
Copywriter: Wenjun Li, Huaiyu Tang
Account: Julie Wang, Di Yu, Yanjuan Chen
Multimedia director: Ryan Liu
Agency producer: Haitao Zhang, Heming Luan, Xiaoqiang Chen
Consultant: Wei Zhang
Duration: September 10-30, 2009 (sales started Sept 15)
Exposure: Online (website, banner, EDM, Xiaonei), posters, ambient, events
With Chinese university students representing an increasingly promising market for the ThinkPad, Lenovo wanted to update the group on its technology and the value this could add to their lives.
Objective
The aim was to educate the target audience (which is often critical of one-way communication) about the product in a fun and appealing way. The key markets were identified as Beijing, Shanghai, Wuhan, Guangzhou and Chengdu.
Execution
The campaign aimed to help students understand the ThinkPad’s advanced technology and the value it offered users. The creative concept centred on introducing them to Xiao Hei Zhi Mi, or The Mystery Egg, which came alive in a 3D format through the use of webcams and augmented reality on computer screens and mobile phones. This marked the first time in China that augmented reality had been used on computers.
Visitors to the site were invited to drop 'tokens' into an online egg machine similar to those found in children's amusement arcardes; certain eggs allowed the user to view an augmented reality video. Those who collected all winning Mystery Eggs won ThinkPad discounts and the chance to visit Lenovo’s Innovation Centre in Japan.
To drive traffic to the ThinkPad website, ad banners were launched on popular student websites such as Xiaonei, and BBS sites were seeded with the topic. ThinkPad brochures and posters were also distributed widely and posted prominently on university campuses.
Results
During the three-week campaign, the figure for unique website visitors rocketed to 460,000, while minisite page views topped 2,470,000. The number of registered users exceeded the sum of the previous three campaigns, and, most importantly, 9,100 ThinkPads were ordered online during the promotion period.
Credits
Project: The Mystery Egg
Client: Lenovo
Product: ThinkPad notebooks
Creative agency: OgilvyOne Beijing
Executive creative director: Doug Schiff
Creative director: Yanyan Yang
Art director: Jimmy Wang
Copywriter: Wenjun Li, Huaiyu Tang
Account: Julie Wang, Di Yu, Yanjuan Chen
Multimedia director: Ryan Liu
Agency producer: Haitao Zhang, Heming Luan, Xiaoqiang Chen
Consultant: Wei Zhang
Duration: September 10-30, 2009 (sales started Sept 15)
Exposure: Online (website, banner, EDM, Xiaonei), posters, ambient, events
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