The graphics fit with the characteristics of the magazine. The release of ThinkPad® was presented on the cover of the magazine as a new car equipped with the last technology of IBM: security, design and performance. Its unexpected positioning on the cover effectively communicated newness - and where the target and competitors didn't expect to see it!

This highly read magazine is normally not used by this category and even less as a support for a launching. With this campaign we achieved a great differentiation as well as increase in Top of Mind.