Lenovo rolls out "For those who do" global brand campaign

The campaign includes a 60-second spot which will be aired in Cathay Pacific's in-flight entertainment, as well as print ads and OOH elements in the initial stages. 

"The campaign focuses on Lenovo's 'Do machines' that enable or facilitate users in achieving their goals," Cecilia Chan, marketing director for Lenovo Hong Kong, Macau, Taiwan and Korea explained to Campaign Asia. "We realise that everyone is ordinary but with Lenovo's machines you can do extraordinary things."

Chan says the timimg of the campaign has worked particularly well, given Lenovo's strong business momentum over the past two years. She hopes the it will help carry the firm's story as a technology leader to a worldwide audience.

"The whole idea behind 'For those who do' is that Lenovo provides whatever is necessary or needed for you to achieve what you want to achieve," added Keith Liu, business development director, emerging markets group.

Chan says that based on the 'For those who do' concept, Lenovo would focus on the word-of-mouth effect of utilising social media tools to promote the campaign.

It kicks off with the introduction of the IdeaPad K1 tablet as one of the 'Do machines', which is available in four colours unique to the tablet market: red, white, leather brown and leather black.