The campaign centres around the iconic 'red dot’ (trackpoint) in the ThinkPad. The creative agency Ogilvy & Mather Beijing says the red dot symbolises “thoughts and ideas". In the television commercial, the dot is transformed into fire and butterflies to illustrate the power of imagination and innovation.
The campaign runs across print, radio and outdoor and in-store advertisements will be launched in phases. A separate microsite edge.thinkworld.com.cn explains more about the product. Visitors to the website can also exercise their creativity in the drawing section of the site and share their artwork with the rest of the world.
The ThinkPad was previously sold as a business-related computer brand, but the new campaign for ThinkPad Edge aims to attract a new generation looking for the latest trends.
“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,” said executive director of Ogilvy for the Lenovo brand team, Jennie Fan. “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.”
Butterfly:
Fire:
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Credits:
Project ThinkPad Edge Campaign
Client Lenovo ThinkPad
Creative agency Ogilvy & Mather, Beijing
Creative directors Kai Lu, Yanyan Yang
Account lead Julie Wang
Media agencies Neo@Ogilvy, Maxus
Exposure Television, print, radio, outdoor, online, in-store
The campaign runs across print, radio and outdoor and in-store advertisements will be launched in phases. A separate microsite edge.thinkworld.com.cn explains more about the product. Visitors to the website can also exercise their creativity in the drawing section of the site and share their artwork with the rest of the world.
The ThinkPad was previously sold as a business-related computer brand, but the new campaign for ThinkPad Edge aims to attract a new generation looking for the latest trends.
“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,” said executive director of Ogilvy for the Lenovo brand team, Jennie Fan. “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.”
Butterfly:
Fire:
Credits:
Project ThinkPad Edge Campaign
Client Lenovo ThinkPad
Creative agency Ogilvy & Mather, Beijing
Creative directors Kai Lu, Yanyan Yang
Account lead Julie Wang
Media agencies Neo@Ogilvy, Maxus
Exposure Television, print, radio, outdoor, online, in-store
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