Lenovo campaign supports debut in consumer market

RALEIGH: In an effort to support its foray into the consumer product market, PC-manufacturer Lenovo launched a global branding campaign this month.

RALEIGH: In an effort to support its foray into the consumer product market, PC-manufacturer Lenovo launched a global branding campaign this month.

The campaign, called "Ideas Everywhere," will kick off with the debut of the company's IdeaPad notebooks and IdeaCentre PCs targeted for the consumer market, said Reid Walker, VP of global communications and sponsorships at Lenovo.

While Lenovo is known in the b2b space with its ThinkPad line, the company is taking on a more competitive and cluttered market with the consumer space, Walker added.

"We're leveraging our ThinkPad equity across the consumer space," he said. "ThinkPad has a long history of quality and innovation. And IdeaPad is going to occupy a similar space."

Though the new effort was conducted mostly in-house, Text 100 helped with media relations, while the creative elements were developed by Ogilvy & Mather, Walker said.

The new Idea PCs and notebooks are designed for consumers with features that include colored laptops, gaming components, Dolby home theatre sound systems, antibacterial keyboards, and facial recognition log-in functions.

The campaign will target mainstream press with a message about the product's consumer capabilities. New media components are also included in the outreach. "The consumer message is obviously a little different from a b2b message," Walker noted, adding that the consumer space is more interested in features, capabilities, and design.

However, the new line will not share shelf space with competitors; instead they'll be initially available online through sites like BestBuy.com.

"Lenovo's target consumer is more tech-savvy and higher income than average," Walker explained. "As such, they have a greater tendency to shop online and rely on Web reviews from experts and consumers."

Prior to launching "Ideas Everywhere," the company embarked on a campaign that targeted business media, tech press, and bloggers to raise awareness about the new line before the Consumer Electronics Show, held on January 7.

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