Created by OgilvyOne along with its digital arm Neo@Ogilvy, the project targets young students and professionals in tier one cities. Xiao Ben is a hybrid between a power laptop and a netbook.
“This demographic has so much going on in their lives. They wear multiple hats often in the span of a single day,” said Doug Schiff, executive creative director at OgilvyOne in Beijing. “These frequently conflicting roles are reflected in their multifaceted personas and needs. We wanted the campaign to celebrate this organised chaos in a fun way the target market could identify with.”
“This demographic has so much going on in their lives. They wear multiple hats often in the span of a single day,” said Doug Schiff, executive creative director at OgilvyOne in Beijing. “These frequently conflicting roles are reflected in their multifaceted personas and needs. We wanted the campaign to celebrate this organised chaos in a fun way the target market could identify with.”
The microsite x100e.thinkworld.com.cn reflects the multiple personalities of the new generation. Paired with hip soundtracks and visuals, two models continuously change their look to fit in with the theme. The print ads continue along the same creative concept.
The microsite encourages people to upload their own photos and redesign their image with funky outfits to share with their friends as wallpaper or a screensaver.
According to the creative director for the campaign, Kama Yu: “Style is all important for this age group. We wanted to give the site some fashion flair in addition to showing off the product’s functionality.”
The month-long campaign will appear in print, outdoor and in-store. It has also partnered with social networking sites like RenRen to drive traffic to the microsite.
Ogilvy has also launched the ThinkPad Edge campaign just earlier this month for Lenovo.
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Credits:
Project Xiao Ben
Client Lenovo ThinkPad
Creative agency OgilvyOne Beijing
Account servicing Julie Wang, Yifang Yu
Executive creative director Doug Schiff
Creative director Kama Yu
Art directors Xiao Xin, Cheng Feng
Copywriters Sam Sun, Zhao Fei
Agency producer Daqing Wang
Production company Cai Tian She
Media agency Maxus
Digital agency Neo@Ogilvy
Exposure Print, outdoor, online, in-store
