April 29 morning news, in order to further expand the U.S. market, Lenovo laptop battery will be associated with Apple products for young people growing up released a new range of brand advertising.
Change of mindset
In the U.S., very few well-known Chinese brands. Although China has become the world's factory, but brands are not that strong. This is why ordinary Americans do not know Lenovo is trying for 18 to 25 year-old "apple generation" reason to sell products. These users are accompanied by iPad iPod and grew up.
"In the marketing and brand promotion, the most difficult is to change the concept, but the association in the consumer awareness of the field is very limited." Lenovo senior vice president and chief marketing officer, David Roman (David Roman) said.
This is a very difficult thing, but in January this year, Lenovo laptop battery has with the Groupe's Saatchi & Saatchi Group (Saatchi & Saatchi) established the cooperation and hope to develop a set of new advertising. The final program will be launched in May, is expected to cost 100 million U.S. dollars.
This group will focus on ad operations, and its creative core is: Lenovo's products are for those "actors" for the product. Association in a group of 30-second ad shows a computer screen flashing arrows, ignite the flame on a gas stove and a sharpened pencil.
"World will not move forward," narrator said that the world needs "of actors, in need of repair, construction, and creation."
This group of advertising called "actors" are those who can do some unusual things people. Print ads will be the new Lenovo notebook computer into a number of different environments, such as on the Storm Chaser's dashboard, or on a motorcycle alone across the desert are among the handle.
Slogan says: "We produce tools, you let them act." In an outdoor digital billboards, the association shows a 360-degree activities, pictures of motorcycle laptop devices, and provides configuration details of the laptop, emphasizing the product performance.
In order to provide this series of creative elements of advertising, Saatchi & Saatchi for 18 to 25-year-old young Americans launched an investigation and found that they are ambitious and very optimistic. Ads targeting this group is to the ideal of pragmatism, authenticity and the aggressive actions of concrete.
But compared to practical electronic devices, these young people are more fascinated by the design and cool? Saatchi & Saatchi chief strategy officer Claudio Chievo (Claudine Cheever) do not agree with this view. She said that technology "is not just badge, or tools."
The campaign includes online advertising, television advertising, digital billboards, and one of the few print ads, run channels, including ESPN, Bravo, MTV and other television stations, and CNet and other sites. Outdoor advertising has been in New York, Atlanta and San Francisco and other cities in nine starts.
Lenovo, on an ad, called "Ideas Anywhere", the main highlight of the company as the Beijing Olympic Games sponsor status, delivery time is from August 2008 to November 2009.
Before the official launch of advertising, Lenovo laptop battery had been conveyed in-house information, and for staffing a new business card, T-shirts, building identity and e-mail signature. Internal activities in April this year, Lenovo launched offices in North Carolina, this is the beginning of 2009, "Legend of the Road" (The Lenovo Way) the extension of employee training programs.
Lenovo also specifically on the product packaging and trade show booth has been redesigned.
To expand its influence
With acquired from IBM laptop battery's ThinkPad brand, Lenovo has been in the U.S. market gained some knowledge, but Chievo said the company still needs to raise brand awareness and get more consumer recognition.
Lenovo's 2005 acquisition of IBM laptop battery's PC department, and has started production in China smart phone. The company in January this year at the International Consumer Electronics Show (CES) will be posted on a Tablet PC and notebook integrated with the IdeaPad U1. The new ads also will integrate a number of new products, including competition with Apple MacBook Air ThinkPad X1.
The campaign will also include a lot of media cooperation agreement. For example, youth-oriented non-profit organization DoSomething.org cooperation, both sides of the joint promotion program will begin this summer, and to encourage young people under the age of 25, through a number of projects to improve their communities, the winning team will win Lenovo products.
Lenovo laptop battery will also work with MTV Mexico office in Mexico to establish cooperative relations between the media, to produce a network reality show, and the young people of the region jointly for the promotion of brands. "I think in this day and age, technology must not ignore the young market brands." Roman said.
From: laptop doctor http://www.batterytip.info/
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