FUN ACTIVITY CAMPAIGN by Beacon Communications Tokyo for Lenovo

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FUN ACTIVITY CAMPAIGN

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Industry Electronic Devices & Home Appliances, Computers & Computer Accessories
Media Promo & PR, Case study
Market Japan
Agency Beacon Communications Tokyo
Creative Director Masato Mitsudera
Art Director Ryuji Tokura, Hiroki Kawaue, Yusuke Morotomi
Copywriter Shimpei Matsumura
Producer Yuta Sato Amana Inc.
Photographer Shingo Fujimoto
Account Supervisor Akiko Mitsutani
Released December 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: LENOVO
Product/Service: LENOVO
Agency: BEACON COMMUNICATIONS
Date of First Appearance: Dec 9 2010
Entrant Company: BEACON COMMUNICATIONS, Tokyo, JAPAN
Creative Director: Masato Mitsudera (Beacon Communications)
Art Director: Yusuke Morotomi (Beacon Communications)
Senior Art Director: Yasuo Matsubara (Beacon Communications)
Art Director: Ryuji Tokura (Beacon Communications)
Art Director: Hiroki Kawaue (Beacon Communications)
Senior Copywriter: Taketo Igarashi (Beacon Communications)
Senior Copywriter: Junya Eguchi (Beacon Communications)
Copywriter: Shimpei Matsumura (Beacon Communications)
Senior Producer: Seiji Hosokawa (Beacon Communications)
Production Director: Takumi Kubota (Beacon Communications)
Marketing Services Producer: Kenta Gyoten (Beacon Communications)
Account Supervisor: Akiko Mitsutani (Beacon Communications)
Group Business Director: Taihei Hayama (Beacon Communications)
Executive Production Director: Masahiko Ushio (Mz Planning)
Production Director: Masayo Kawaguchi (Mz Planning)
Production Director: Shunsuke Nishioka (Mz Planning)
Producer: Yuta Sato (Amana)
Photographer: Shingo Fujimoto (Amana)
Retoucher: Keita Koizumi (Amana)
Graphic Designer: Toru Ohgane
Media placement: Free Format OOH - Shinjuku, Tokyo - 9 December, 2010
Media placement: Ad Track - Shinjuku, Tokyo - 9 December, 2010
Media placement: Promotional Event - Shinjuku, Tokyo - 9 December, 2010
Media placement: Newspaper - Japan National - 10 December, 2010

Insights, Strategy & the Idea
During bonus season, Japanese people head to the stores to look at and try out the latest PCs. We decided not compete with the huge media spends of the competition, but created a unique awareness and contact strategy along their path to purchase to make them experience the fun and pragmatic innovation that define Lenovo computing.

Creative Execution
We created a perfect circle along the path to purchase to bring fun to our consumers. They started a day by literally opening up a Lenovo PC laptop in a clever newspaper ad, playing with the conventions of the full-page ad. Their trip to the retailer was made more special by finding the busiest train station exit and creating a unique OOH experience. This formerly dull exit, triangulated between the three largest consumer electronics retailers in the area, became a 3D PC, utilizing wall to ceiling coverings never before allowed in Japan. In the path, a unique truck also drove with a specially constructed keyboard writing out messages across its length. And lastly we invested in having banners on the key online retailer sites, considering their behaviour that most consumers go back home and research the best price for their PC online.

Results and Effectiveness
Over 320,000 people stopped to play on the keyboard and overall awareness of the brand improved 12%. During the campaign period Lenovo PCs occupied the No.1, 2 and 3 spots in PC notepad sales on Japan’s largest online retailer Kakaku.com and helped Lenovo become the largest import brand in Japan in 2010.