Lenovo Print TRANSFORMERS 3 by Ogilvy & Mather Beijing

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Industry Electronic Devices & Home Appliances
Media Print, Magazine & Newspaper
Market China
Agency Ogilvy & Mather Beijing
Executive Creative Director Doug Schiff
Creative Director Yanyan Yang
Released July 2012

Credits & Description

Category: Best Sponsorship or Partnership Campaigns
Advertiser: LENOVO
Product/Service: LENOVO
Creative Director: Yang Yanyan (Ogilvy Beijing)
Copywriters: Li Tong/Oliver Tang (Ogilvy Beijing)
Art Directors: Jimmy Wang/Jay Liu/Anglo Wu (Ogilvy Beijing)
Flash Designer: Liu Ajie (Ogilvy Beijing)
Account Team: Julie Wang/Rene Liu/Cory Jiang/Anny Zhao (Ogilvy Beijing)
Executive Creative Director: Doug Schiff (Ogilvy Beijing)
Media placement: Film - Cinema - July 20, 2012
Media placement: Print - Various Publications - July 20, 2012
Media placement: OOH - Various OOH Locations - July 20, 2012
Media placement: Online - Various Websites - July 20, 2012

Describe the objective of the promotion.
Lenovo was introducing the new ThinkPad Edge computer in China. Targeted to the youth market, it offered great performance, but it was still considered to be their 'father's computer.' So the promotion had to make it more cool and desirable.

Describe how the promotion developed from concept to implementation.
Lenovo tied up with Transformers 3, and every computer-related scene showed the Lenovo computer, with the logo appearing no less than 10 times.

Within the movie, the brain of the computer is actually an Autobot which transforms into Sam’s trusted partner, and plays a vital role in helping Autobots save the planet. So, to build a promotion, the promotion asked the question, 'what was the nickname of the ThinkPad used within the Transformers 3 movie?'

Explain why the method of promotion was most relevant to the product or service.
The promotion was extremely relevant as the role of the computer in the movie reflected the strength of the computer, and the promotion (focusing on the word, 'brains') was absolutely consistent with this, while the atmosphere of such a movie greatly helped to heighten the laptop's cool factor many fold.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Lenovo used promotional materials in print, OOH, online banners and a website, as well as a 30 second film played before thousands of screenings of the full-length feature. The result was over 1,440,000 visiting the Lenovo Transformer website with 55% responding correctly to the big question.

But the most impressive result of the promotion was Lenovo ThinkPad Edge sales increasing a whopping 29% in the three months following the promotion, selling out the Edge model completely.
Proving that saving the world can also be very good for quarterly sales.