Racheal Lee
Jun 30, 2011

Lenovo launches new campaign in emerging markets

SINGAPORE – Lenovo has launched the ‘For those who do’ campaign, through Saatchi & Saatchi, to position itself as a company that creates technologies to help people achieve their goals. Indonesia is one of the key emerging markets to see the campaign first.

Rolling out this quarter in emerging markets including Indonesia, India, Mexico and Russia, the campaign will consist of advertising, product packaging, web design and retail.

The ads show how ordinary people can do extraordinary things.They convey the concept of the ‘Do’ spirit of Lenovo and how it creates tools for 'Do-ers', aged between 18 and 25 years old.

While the branding of the campaign remains the same across countries, the tactics behind the campaign will be adapted by individual markets to suit local needs.

In Indonesia, for example, events and advertisements in print, online, radio, OOH and social and mobile channels will be rolled out in Jakarta, Bandung, Bali, Semarang, Surabaya and Yogyakarta.

In India, where entertainment and local sports are popular, Lenovo launched the brand campaign to coincide with the India Premier League via 30-second TVC spots on the Set Max channel that airs the cricket matches.

Meanwhile, Lenovo says it is working with agencies appropriate to each country. In Indonesia, Lenovo will integrate ambient advertising with guerrilla activities.

In India, the technology company will advertise on billboards in Bangalore, Delhi and Mumbai. It will also run TVCs on broadcast channels such as HBO and Star Movies, as well as online channels such as YouTube.

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