Lenovo targets the prosumer

IT and electronics firm Lenovo has launched its latest campaign titled "Lenovo ThinkPad X1 Carbon" to introduce its latest range of light 14-inch business Ultrabook the X1 Carbon.

The campaign in Singapore runs until December this year across print and online and it targets a wide range of customers including mobile and technology enthusiasts and 'prosumers' who are on the look out for the latest technologies.

Regionally, it covers markets such as Vietnam, Malaysia, Indonesia, Thailand and the Philippines which will see the campaign roll out in phases.

The campaign was created by creative agency Timmerman & Tan Advertising while ZenithOptimedia handled the media buying duties. Text 100 managed all its PR duties.

Lenovo recently appointed Saatchi & Saatchi Singapore as its brand agency of record for the Asia Pacific and Latin America markets and the agency will handle the brand image for the company mainly in emerging markets.