MYSTERY EGG by Ogilvy & Mather Beijing for Lenovo

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MYSTERY EGG

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Industry Computers & Computer Accessories
Media Promo & PR, Case study
Market China
Agency Ogilvy & Mather Beijing
Creative Director Yanyan Yang
Art Director Jimmy Wang
Producer Zhang Haitao, Luan Heming
Released September 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: LENOVO
Product/Service: THINKPAD COMPUTERS
Agency: OGILVY BEIJING
Date of First Appearance: Sep 1 2009 12:00AM
Entrant Company: OGILVY BEIJING, CHINA
Executive Creative Directcor: Doug Schiff (Ogilvy & Mather Beijing)
Creative Director: Yang Yanyan (Ogilvy & Mather Beijing)
Copywriters: Li Wenjun/Oliver Tang (Ogilvy & Mather Beijing)
Art Director: Jimmy Wang (Ogilvy & Mather Beijing)
Multimedia Director: Ryan Liu (Ogilvy & Mather Beijing)
Producer: Zhang Haitao/Luan Heming (Ogilvy & Mather Beijing)
Account Team: Julie Wang/Peter Yu/Miya Chen (Ogilvy & Mather Beijing)
Technologist/Consultant: Sascha Engel/Zhang Wei (Ogilvy & Mather Beijing)
Augmented Realiity Production: (AXIS)
3D Production: (Ogilvy & Mather Beijing)
Media placement: Website - Online - 01/09/2009

Results and Effectiveness
Within one month of the website launch it received nearly 2.5 million page views. Unique viewers totaled over 462 thousand and the campaign resulted in the best sales numbers by far Lenovo had ever enjoyed with the university market. After two months, over 9,000 laptops had been sold to a market that had previously thought the brand wasn't for them.

Creative Execution
Students were introduced to the Egg character through campus events, BBS, and renren.com—China’s most popular social networking site—which led them to the online 3D coin-operated machines on the ThinkPad site, where the capsules and Eggs were released. Augmented Reality, from mobile devices to the website, allowed the Mystery Egg character to demonstrate ThinkPad benefits in a way students thought was cool and entertaining. Collecting all six Eggs released a code, giving them a chance to win a trip to Japan. To receive more chances, students could just send a Mystery Egg invite to a friend.

Insights, Strategy & the Idea
Lenovo’s ThinkPad is a well-known and respected brand. But its business image didn’t relate well to the increasingly important university student target in China, as it’s been such an established icon of the business executive. So how could ThinkPad connect with this younger group, and help them get to know of the ThinkPad’s relevant advantages? Youth in China have a special affection for plastic capsule vending machines, as they’re fun, and what lies within the capsules is often a surprise. This insight helped hatch ThinkPad’s Mystery Egg.