We created a perfect circle along the path to purchase to bring fun to our consumers. They started a day by literally opening up a Lenovo PC laptop in a clever newspaper ad, playing with the conventions of the full-page ad. Their trip to the retailer was made more special by finding the busiest train station exit and creating a unique OOH experience. This formerly dull exit, triangulated between the three largest consumer electronics retailers in the area, became a 3D PC, utilizing wall to ceiling coverings never before allowed in Japan. In the path, a unique truck also drove with a specially constructed keyboard writing out messages across its length. And lastly we invested in having banners on the key online retailer sites, considering their behaviour that most consumers go back home and research the best price for their PC online.

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.