Mystery eggs hatch into ThinkPad sales

LENOVO   OGILVYONE   DIGITAL CAMPAIGN

Beijing - Lenovo's three week digital campaign to promote its ThinkPads to university students has resulted in more than 9,100 sales of the notebooks during the promotion period.

Lenovo has identified Chinese university students as an increasingly promising market to push its ThinkPad as a leader in the notebook category.

The campaign targeted students in Beijing, Shanghai, Wuhan, Guangzhou and Chengdu.

It's objective was to educate its target audience about the product in a fun and appealing way.  

The creative concept was based on the Mystery Egg that uses augmented reality to make it come alive in 3D format via webcams on computer screens and mobile phones. 

The Mystery Egg encouraged students to watch as many videos as they could to collect all the mystery eggs and win discounts for the ThinkPad and the chance to visit Lenovo's innovation centre in Japan. 

Doug Schiff, ECD for OgilvyOne Beijing, said the mystery egg was used because they pictured the machines that offer little goodies when you deposit a coin are usually packaged in an egg-shaped container.

He said the Mystery Egg borrows this shape as the machines online were designed to look like those machines. 

"So it works with both the mysterious technology used and the mystery of whether the player will win the trip to Japan," he added.  

To drive traffic to the ThinkPad website, ad banners were launched in Renren and seeding in BBS sites.

The digital campaign is supported with brochures and posters that were distributed and posted prominently around university campuses.  

The campaign saw unique visitors shot up to 460,000 while the minisite received more than 2.47 million page views. 

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