ON-THE-SPOT VIRAL by Ogilvy & Mather Beijing for Lenovo

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ON-THE-SPOT VIRAL

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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
Released September 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: LENOVO
Product/Service: THINKPAD COMPUTERS
Agency: OGILVY BEIJING
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: OGILVY BEIJING, CHINA
Executive Creative Directcor: Doug Schiff (Ogilvy & Mather Beijing)
Creative Director: Yang Yanyan (Ogilvy & Mather Beijing)
Art Director: Jimmy Wang (Ogilvy & Mather Beijing)
Copywriters: Li Wenjun/Oliver Tang (Ogilvy & Mather Beijing)
Multimedia Director: Ryan Liu (Ogilvy & Mather Beijing)
Account Team: Julie Wang/Miya Chen (Ogilvy & Mather Beijing)
Media placement: Online - Viral Video (youku.com) - December 1, 2010

Results and Effectiveness
The campaign became something of an online phenomenon, with 61,263 users making their own videos on-the-spot in just the first two weeks, and in that same half month the videos receiving 1,147,473 pages views, with countless thousands of comments about the campaign and users SNS sites and blogs. After four weeks, the ThinkPad Edge product had sold out.

Creative Execution
The solution centered around ThinkPad’s innovation—a positioning the brand already stood for, but also one which was important to the target—by building a concept around individual expression. The simple ThinkPad round, red track-point was leveraged to create a ‘starter’ viral. After watching, users were able to grab an adjacent red flashlight pen and create their own unique video, right there on the video site, in real-time. This online first time technology turned the campaign into something bigger than the client or its partners had imagined.

Insights, Strategy & the Idea
The ThinkPad Edge brand needed to do some work to win over the youth market in China, as it’s the fastest growing but the ThinkPad image was perceived as the laptop for the business executive. Self-expression in China, especially with this target, has become very much in vogue. This insight led to innovation and self-expression being the key ingredients to the campaign.