Specifically designed to appeal to consumers aged 25-30 in China’s tier-one cities, the lustrous new model, available in eye-catching red, and both matte and glossy black, is an attempt by Lenovo ThinkPad to broaden its consumer base beyond traditional business users.
The sleek design of Edge and the campaign by Ogilvy aim to help Lenovo stand out from its domestic and international rivals by appealing to the emotions and sensibilities of a new and younger group of laptop users. While the new Edge strives to appeal to a different audience than its predecessors, it also maintains ThinkPad’s premium brand quality and image.
Central to the campaign is the red dot (the track point) – the iconic symbol of ThinkPad – that represents thoughts and ideas. Interpretations of the red dot serve to unify the campaign across media channels while rich media imagery such as dripping wet paint illustrates the glossy and bold design of the ThinkPad Edge.
For instance, a mini-site invites consumers to share their creative ideas by drawing pictures online to show how the red dot can be interpreted in unique ways that are only limited by their imagination. These user-generated pictures are instantly posted on the site and are viewable by other visitors in real-time. The site also incorporates innovative Light Paint (or Pika Pika) technology to visually bring the inventive nature of the product’s positioning to life through animated interpretations of a person’s ideas, imagination and dreams. This theme continues in the TVC.
In the print ad, the red dot concept is illustrated by a notebook that sits open, reflecting the glowing red dot on the foreheads of its users, demonstrating the passion and open-mindedness of young people that eagerly pursue their dreams, approach decisions with bravery, are audacious and enjoy life’s journey.
“Our mission was twofold,” said Jennie Fan, Executive Director of Ogilvy’s Lenovo Brand Team.
“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. And 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.”
The campaign will appear online, in print, TVCs, radio, OOH and retail. The first phase of the Edge campaign will run throughout the first quarter of 2010.
View the dedicated mini-site at edge.thinkworld.com.cn.
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