Bangkok--26 Jan--Spark Communications
Lenovo Brand Familiarity Campaign asks: ‘Are You Lenovo?’
- Innovative, reliable and inspired brand aims for further growth in Thai market
- Nationwide campaign to engage upcountry consumers
- A range of PCs for every need and pocket
Lenovo (HKSE: 0992) (ADR: LNVGY) today announced a major nationwide branding campaign that asks consumers ‘Are You Lenovo?’. The campaign is aimed at strengthening the brand’s recognition and market share in Thailand.
The campaign, which features activities in Bangkok as well as upcountry cities Chiang Mai and Khon Kaen, aims to reinforce familiarity of the brand as an innovative, reliable and inspired choice for consumers, especially the youth market. The “Are You Lenovo?” campaign is designed to help consumers relate to three brand qualities — ‘innovative, ‘reliable’ and ‘inspired’ — that reflect how Lenovo PCs improve consumers’ lives.
Jeerawut Wongpimonporn, Country General Manager, Lenovo Thailand said: “We have been growing faster than the market in previous quarters. Lenovo views Thailand as a significant growth market in ASEAN and a key focus country to execute on strategy within our Emerging Markets Group. Recognizing that the PC market is still growing, we are investing in the brand through this campaign, with a focus on our cutting edge technology as a clear competitive advantage and introducing a range of innovative, reliable and inspired products for Thai consumers and business users.”
Shouting out the brand
Multiple channels will be used to communicate with the public through a mix of road shows, advertising, upcountry events and online campaigns arranged. This will afford Lenovo multiple opportunities to engage with the Thai public and pose them the question ‘Are you Lenovo?’. A wide-ranging marketing campaign will be unveiled that will enable consumers to discover which product line best suits their personality and will bring Lenovo closer to the hearts of consumers, helping them make more informed choices on their PC purchases.
Kajonkiat Aramratsameekul, Country Manager, Home and Small Business Unit, Lenovo Thailand said: “With the interest consumers are showing in Lenovo, we feel this is the right time to launch our ‘Are you Lenovo?’ campaign. The campaign is linked to various activities and promotions throughout the quarter to encourage consumers to become familiar with our brand and try our products out for themselves. We hope to further engage with Thais and inform them about who Lenovo is and what we stand for through the campaign.”
An extensive ad campaign highlighting each brand quality will be present on Bangkok’s MRTA, BTS stations as well on building wraps in Bangkok, Khon Kaen, Chiang Mai and other upcountry venues. Office workers and weekend shoppers will get to see roadshows at venues such as Central Department Stores and large office towers around Bangkok, where consumers will be able to identify their ‘character’ and best product fit. Chiang Mai and Khon Kaen have been identified as key growth areas outside Bangkok and Lenovo will conduct road shows to reach out to consumers and let them know how Lenovo PCs can improve their lifestyles.
Enforcing Lenovo’s innovation message, flash mobs will give a new edge to promotions in the capital, while a viral video will also be released to appeal to Thailand’s growing online community. Online activities will revolve around Lenovo Thailand’s Facebook page, Lenovo Lover, and will encourage young Thai consumers to become involved in the campaign through a range of tactics that ask ‘Are you Lenovo?’ and a range of prizes will be available to the most innovative and inspired entries.
Optimizing technology to create consumer experience
Lenovo produces a range of inspired PCs under the Think and Idea ranges that are innovative and reliable, with the latest additions to the range sporting the new Second Generation Intel? Core? Processor family, optimized to help users blaze through work tasks with speed and accuracy, as well as the improved Lenovo exclusive Enhanced Experience 2.0 technology which provides faster boot up and shut down times using RapidBoot technology to start your PC on average 20 seconds faster than a typical Windows 7 computer, and rich multimedia capabilities with HD graphics and enhanced audio designed to make computing a more inspiring experience.
Notebooks that scream ‘Innovative, Reliable and Inspired’
Innovative products are at the heart of Lenovo’s range:
- IdeaPad Y Series — high-performance notebook that comes packed with top multimedia features, perfect for entertainment seekers and gamers.
- ThinkPad T Series — portable powerhouses featuring high-end processors and graphics for lightning-fast performance and durable, reliable data storage.
Reliable Lenovo PCs that don’t break the bank:
- IdeaPad Z Series — fun and affordable multimedia laptops with a full menu of features.
- ThinkPad X Series — stylish business-entry ultraportables that let you focus on business, not your computer.
Inspired Lenovo notebooks create success:
- IdeaPad U Series — ultraportable laptops designed for consumers who enjoy a sophisticated sense of style without sacrificing excellence in performance.
- ThinkPad Edge Series — small-to-medium (SMB) business PCs with luxurious and sophisticated design, cutting-edge technologies and extra features to go beyond business computing.
With a range of products to suit every need and pocket, the ‘Are you Lenovo?’ campaign will reinforce Lenovo’s status as a growing brand in Thailand and help raise awareness among Thai consumers, helping them choose which quality of Lenovo is their best fit.
More information on the Second Generation Intel? Core? Processor family can be found here. . Information on Lenovo exclusive Enhanced Experience 2.0 can be found here.
For the latest Lenovo news and product updates, visit the Lenovo Thailand website (www.lenovo.com/th), subscribe to Lenovo RSS feeds (http://news.lenovo.com) or follow Lenovo Thailand on Facebook (www.facebook.com/lenovo.lover).