Lenovo continues youth focus with Xiao Ben
Beijing - Lenovo ThinkPad has created a fashion inspired minisite to promote Xiao Ben (meaning small book in Mandarin) aimed at impressing students and young professionals in China's tier one cities.
OgilvyOne developed the month long campaign, which apart from the mini-site will include print, outdoor and retail.
An online drive using banners, viral videos and screensavers on social networking sites such as renren.com will drive traffic to the site.
A key challenge for the agency was to demonstrate the technical capabilities of the new ThinkPAd X100e in a fun way that would impress its audience.
Doug Schiff, ECD for OgilvyOne Beijing, said this demographic wear multiple hats often in a single day from child, parent, friend, employee, student, spouse to date.
He said the frequently conflicting roles are reflected in their multifaceted personas and needs.
"We wanted the campaign to celebrate this ‘organized chaos' in a fun way that the target could identify with," he added.
The video website features two characters, a male and female whose clothes and style alternates in 10 different genres to demonstrate the 20 functions of Xiao Ben.
Consumers are also encouraged to upload their headshots to the site to get different looks, which could be shared with friends online or downloaded as wallpaper or screensavers.
Neo@Ogilvy handled online media while Maxus managed offline media duties.
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- OgilvyOne China
- Maxus Communications
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