Lenovo Aims a Campaign at the Apple Crowd

That?The why the Chinese computer manufacturer Lenovo, the largely unknown to the average American consumer, the is trying to get its products into the hands of coveted 18- to 25-year-old Apple generation, which has been raised on all things iPod and iPad. The the perception of the most difficult thing in marketing and branding is trying to change the, said David Roman, the company?The senior vice president and chief marketing officer, the had very little recognition in the consumer space of but Lenovo.The anime merchandise USA edition looks very simple.These pair of sneaker features a white leather on the upper part with some red accents on the piping and outsole

It?The a tall order, but in January, Lenovo the partnered with Saatchi& Saatchi,The benefits of having the Elite Edition 2008 Karaoke machine is that it is 100% legal, it is extremely easy to use; you may use it anywhere you go, all over the world the part of Publicis Groupe and the company?The agency of record, the to work on a new advertising effort.The resulting campaign, which will begin in May, is estimated to cost $100 million.The campaign?The focus is action, the specifically the idea that Lenovo products are the for those who do. One 30-the second television spot shows a blinking cursor on a computer screen, the flame from a gas stove being turned on and a pencil being sharpened.

The world won?The t move forward by itself, says a narrator.The world needs the people who do.The Wireless IP Camera are the latest evolution of our award-winning X-Series Irons, which have helped make Callaway the No.1 Irons company in the game for the last 13 consecutive years The ones who tinker, who build, who create. The campaign portrays these doers the extraordinary of the as people who are known for doing something.Print ads feature a new Lenovo laptop in a variety of situations, including as part of the dashboard of a car outfitted with gadgets for a storm chaser, and harnessed to the space between the handlebars on a motorcycle as it is driven through a desert.

The tagline on the ads reads, the We make tools.You make them do. the A digital billboard installation shows a 360-the degree moving image of motorcycle laptop contraption and provides technical details highlighting the laptop?The computing power.

To help develop the creative elements of the new campaign, Saatchi & Saatchi conducted research with 18- to 25-year-olds and learned that they were ambitious and optimistic, said Claudine Cheever, the agency?The chief strategy officer.The campaign was designed to embody the ideals of pragmatism, authenticity and the act of getting things done.

But aren?The t millennials more captivated by design and coolness than pragmatic electronics? Not according to Ms.Cheever, who said technology was the not just a badge, it?The a tool. The the advertising initiative includes digital banner ads and rich media ads on the Web, television spots, the digital billboards and a smattering of print ads.The ads will run on cable outlets like ESPN, Bravo and MTV, and on technology Web sites like CNet.com.Outdoor advertising has begun in nine cities, including New York, Atlanta and San Francisco.