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A loud message about the quietest ThinkPad

Conceptualized by Ogilvy, the latest Lenovo campaign spreads awareness about the ThinkPad’s Owl Wing Fans, which make it the quietest computer ever

BestMediaInfo Bureau | Mumbai | April 6, 2016

ogilvyLenovo India has launched a creative B2B marketing campaign, to spread awareness about one of the better kept secrets of the ThinkPad – the fact that it generates the least fan noise among computers.

Conceptualized and driven by Lenovo’s creative agency, Ogilvy, this comprehensive B2B marketing campaign was kick started through direct mailers, which then expanded into a digital campaign to include a video showcase and social media outreach. Targeted towards IT leaders and decision makers in large enterprises, the B2B campaign is currently being featured across media.

The Lenovo and Ogilvy duo have consistently delivered one-of-a-kind marketing campaigns and have won rare acclaims for them. In 2014, the agency won a Blue Elephant at the 2014 Kyoorious Advertising Awards for its innovative B2B marketing activation to create a buzz around Lenovo’s spill-proof ThinkPad. Taking their campaigns to the next level, they have now launched the “Quietest ThinkPad Ever” digital marketing campaign, which reaches Lenovo’s target audience unconventionally and creates a buzz around the feature.

The campaign involves videos, depicting Lenovo customers, testing out the new features and comparing the silence around the ThinkPad with everyday sounds, like a clap. Among Lenovo customers who tested the new feature, were Satyanarayanan J., IT Head, Yokogawa India Ltd., who said, “If Lenovo is able to reduce noise to this extent, this device is really going to be useful to corporates.” Next Education CEO, Beas Dev Ralhan said, “I personally believe that this is a good innovation in helping have an open working environment.”

The company launched the campaign to create awareness around the Owl Wing Fan feature, the latest cutting-edge innovation in a ThinkPad. Lenovo has increasingly engaged in one-to-one partner engagement activities aimed at building a personal connect and the campaign was part of its growing B2B digital marketing focus.

This campaign began with an interactive Direct Mailer targeting Lenovo’s B2B customers in the IT space. The mailer captured ThinkPad’s unique Owl Wing Fan feature designed to cut down its noise level, to make the work environment quieter. Following a great response from the customers, Lenovo extended the campaign to both offline and online media.

The team captured video feedback from B2B customers, who were asked to test the low noise feature using a sound-level meter, resulting in some interesting and fun reactions. The video was then circulated among relevant stake holders and promoted on social media.

The campaign delivers Lenovo’s message about the quietest ThinkPad, quite loud and clear. In keeping with the company’s philosophy, the ThinkPad is designed to last and constantly challenge the toughness of the product.

As Ultrabooks™ becomes smaller, slimmer and more powerful, greater demand is placed on the CPU, which in turn generates more heat. This poses the critical challenge of preventing the system from overheating, causing delicate components to fail and lead to permanent data loss.

Modern cooling systems need to be small enough to fit into the compact chassis of an Ultrabook™, and quiet enough to eliminate disturbing ambient noise. ThinkPad engineers observed that owls possess notched feathers that enable air to pass over their wing surfaces more silently than any other bird. This inspired the design of the Owl Wing Fan, with unique notched blades that make it the most silent and efficient fan ever made.

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