Lenovo Looks To Light Up Nights
One ultra-light, ultra-thin, but very powerful laptop, passed among many users, is the hero that brings about eye-opening change in a new campaign from Lenovo, showcasing
the company’s new “Ultrabook” computers.
In a new global effort, the Chinese computer maker looks to show how the devices empower people to make great things happen through innovative thinking. The centerpiece of the campaign is a five-minute, cinematic video that shows a group of young people secretly passing an Ultrabook to each other as they work on some sort of covert project.
The video begins with a programmer waking up from sleeping at his desk with obvious inspiration. He writes a program, then slips the Ultrabook into his backpack, transporting it (while trying not to attract the attention of strangers) to another person’s apartment, where he slips the computer under the door. The intrigue continues with each person leaving the book for another person (one places it on a bookshelf in a library, for instance), along with cryptic messages (such as “People are getting impatient”). At the end of the video, the team uses the laptop to create a dazzling light and music display in an unidentified city’s center.
The new “Book of Do” campaign is intended to tie in with Lenovo’s other consumer marketing efforts that use the tagline “For those who do.” That overarching campaign highlights the ways in which people use technology to accomplish something, rather than just using it as a badge.
The video, as well as print and online advertising, will run in several global markets, including the U.S., U.K., Germany, Russia, China, India and Japan. In the United States, Lenovo is also partnering with DoSomething.org and Microsoft’s Bing search engine to connect with its target demographic of college students. Beginning in July, the three companies will embark on a promotion, “The Hunt: 11 Days of Doing,” through which consumers will receive clues on service-related tasks to complete for a chance to win an Ultrabook.
Recent Marketing Daily Articles
-
JetBlue, Marriott Top Their Industries June 19, 12:23 a.m.
Just as the summer travel season heats up, the American Customer Satisfaction Index (ACSI) has released ... -
Evian Launches Wimbledon 'Wiggle' Social Effort June 18, 5:20 p.m.
Evian -- no slouch at driving buzz during the Wimbledon tournament -- has come up with ... -
GMA/PwC Report: CPGs' Growth Slows Amid 'Rules' Shift June 18, 3:56 p.m.
Net sales growth rates for consumer packaged goods (CPG) companies slowed last year amid challenges including ... -
Industry Is Expanding In Advertising, Social June 18, 12:29 p.m.
Retailers are planning to spend big on more stores, digital technology and marketing initiatives in the ... -
Chevrolet's Fleck Talks Northeast Strategy June 18, 9:23 a.m.
Bill Fleck, Chevy's Northeast regional marketing manager, has a lot of work to keep him up ... -
Affluence Not Just For Affluent June 18, 8:58 a.m.
For affluent consumers, traditional media is still the way to go, per the latest monthly study ... -
Marriott Modifies Marketing Message June 17, 3:47 p.m.
Holiday Inn Express may advise people to “Stay Smart,” but Marriott Hotels wants to be more ... -
DeMoulin: Booming Licensing Show = Booming Business June 17, 9:05 a.m.
The Licensing Expo starting on Tuesday is the largest such event in the world, bringing 16,000 ... -
Kia Back To Rock At Vans June 17, 8:48 a.m.
Kia has a couple of cars it's pitching to younger people. What better place to do ... -
United Donates Miles To Make-A-Wish June 16, 11:17 p.m.
United Airlines is donating one million MileagePlus miles to Make-A-Wish. The donation, which is being made ...
Be the first to comment on "Lenovo Looks To Light Up Nights "
Leave a Comment