“We are well-established in several countries, most notably in China and India,” said Glen Gilbert, VP-integrated marketing communications at Lenovo. “We’d like to have a higher awareness and positive perceptions in this country and in several others.”
The target audience is business customers, especially small and midsize companies.
Lenovo worked with its ad agency, Ogilvy North America, New York, to develop the new branding campaign with the theme “Best engineered.” The campaign falls under Lenovo’s continuing tagline, “New world. New thinking.”
“The notion of ‘Best engineered’ is carried throughout all of our communications,” Gilbert said. “It uses hyperbole—or exaggeration—to catch the viewer’s or the reader’s attention.”
The integrated campaign includes print ads, banner ads, online videos and a new microsite.
The ads show Lenovo engineers testing notebook computers in a variety of extreme conditions, such as being submerged in a tank full of water, floating in a weightless space shuttle simulation and being “dipped” in liquid nitrogen.
Print ads are running in reseller technology trade magazines, including VARBusiness and Computer Reseller New. Online ads are running on such sites as PCMagazine.com and PCWorld.com.
Five online videos, taken during the photo shoots, expand on the print and online ads by showing more detail about the vigorous testing done by engineers on the notebooks.
The videos have been posted on YouTube.com and have received good viral pickup, Gilbert said.
Outdoor ads are appearing in major airports and transit stations in Japan and will be introduced in major U.S. airports later this summer.
“This campaign is really edgy and out there, and has a little bit of attitude,” Gilbert said. “This will really help establish Lenovo as a different kind of company than its predecessor.”