We created a perfect circle along the path to purchase to bring fun to our consumers. They started by literally opening up a Lenovo PC laptop in a clever newspaper ad. Their trip to the retailer was made more special by transforming into a 3D PC from the busiest train station exit and driving a unique truck with a specially constructed keyboard writing out messages across its length. And also we ran banners on the key online retailer sites, considering their behaviour to research the best price for their PC online at home.

Over 320,000 people stopped to play on the keyboard and overall awareness of the brand improved 12%. During the campaign period Lenovo PCs occupied the No.1, 2 and 3 spots in PC notepad sales on Japan’s largest online retailer Kakaku.com, and helped Lenovo become the largest import brand in Japan in 2010.