Cannes Lions

THINKPAD COMPUTERS

OGILVY BEIJING, Beijing / LENOVO / 2010

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Overview

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Credits

Overview

Execution

Students were introduced to the Egg character through campus events, BBS, and renren.com—China’s most popular social networking site—which led them to the online 3D coin-operated machines on the ThinkPad site, where the capsules and Eggs were released.Augmented Reality, from mobile devices to the website, allowed the Mystery Egg character to demonstrate ThinkPad benefits in a way students thought was cool and entertaining. Collecting all six Eggs released a code, giving them a chance to win a trip to Japan. To receive more chances, students could just send a Mystery Egg invite to a friend.

Outcome

The campaign became something of an online phenomenon, with 61,263 users making their own videos on-the-spot in just the first two weeks, and in that same half month the videos receiving 1,147,473 pages views, with countless thousands of comments about the campaign and users SNS sites and blogs. After four weeks, the ThinkPad Edge product had sold out.

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