The campaign created by Ogilvy & Mather plays up the long battery life of the Lenovo P780 smartphone
Sohini Sen | Mumbai | October 25, 2013
Lenovo's newest smartphone, P780, boasts of a long battery life of upto 43 hours! To put this into the limelight, Ogilvy & Mather has conceptualised their newest campaign that showcases the value proposition of ‘Staying connected even when one is unplugged’.
Every smartphone user will agree that their biggest headache is to conserve the battery charge. Lenovo's newest offering is an answer to that prayer as it lets one use the phone for nearly two whole days without charging. The campaign has been made to show what all one can do even without charging the smartphone.
Bhaskar Choudhuri, Director-Marketing, Lenovo India, said “Nowadays, the features and applications drain the battery life of a phone in just a matter of hours, which is quite annoying for a smartphone user. But the P780 is different. We had a unique proposition to sell – the long battery life – and we wanted the agency to tell the story in a novel manner that will gain consumer attention.”
The 30-second TVC is made and named as a to-do guide called ‘How to survive on an island with a smartphone’. It opens with a man stranded on a deserted island in the middle of nowhere. The only thing he has is apparently his smartphone - the Lenovo P780. As the story unfolds, we see the protagonist make voice calls, video calls, surf the internet, access social networking sites, take selfies, watch movies, play games, et al. This is nothing different from a high flying executive who is working out of office, attending video conference, creating presentations during the day, watching movies in the evening, using social networking sites, indulging in gaming, clicking selfies apart from the routine phone calls. So the place doesn't even matter as Lenovo P780 will let one do all the same things!
“The single-minded idea was to demonstrate the long battery life of the Lenovo P780. To communicate this proposition we wanted to show how you can stay connected with the world no matter where you are without charging your phone for a long time. So we came up with the simple idea of a battery test of the Lenovo P780 smartphone on an island," explained Rajiv Rao, National Creative Head, Ogilvy & Mather.
The commercial, released on October 12, will run for three weeks across entertainment, news and movie channels in Hindi, English and South Indian language channels. The film, written and directed by Rajiv Rao of Good Morning Films, will also be up on Lenovo India’s YouTube channel and screened in cinemas.
Client: Lenovo India
Brand: Lenovo P780
Director - Marketing: Bhaskar Chaudhari
Creative Agency: Ogilvy & Mather
National Creative Head: Rajiv Rao
Creative Team: Rajiv Rao, Srreram Athray
Production House: Good Morning Films
Director: Rajiv Rao
Media Agency: Mindshare