Hungry and Foolish idea for Lenovo!

Christened "Please Daddy Please', this new consumer campaign takes off from Lenovo's earlier campaign "What's your idea of FUN?' which orchestrated the company's FUN proposition for consumers. Sure to create a disruptive wave in the advertising/marketing arena with its clutter breaking character with a repeat-watch value, this campaign fuels the credence statement "One fun thing your Dad won't say NO to ' a Lenovo PC".

The new campaign intends to make a logical yet bold step forward in qualifying and quantifying the FUN element from a Personal Computer viewpoint, without being "preachy' about it. The campaign, result of significant insights and understanding of the PC consumer, especially the youth, is well thought through with clear and definable goals, flexible for use across regions and scope to extend this into a sequel campaign.

While it primarily talks to the age group of 18-24 without alienating the 24-34 age group audience, the campaign also takes cognizance of the fact that the parent(in most cases the father) has an important role to play in the decision making process. The campaign will also have a promotional manifestation in the form of national activation with direct customer interface.

While many of the experts in the field believe the commercial could have been better conceptualized, Lenovo believes that it will create an instant emotional connect with the target audience. However there are various other ways to depict the fun element and connect with the youth according to the experts. Lenovo has taken a bold step in terms of exploring the market and targeting at a new segment. However only with time will one be able to tell if they have been successful in capturing their segment share. | By Janees Antoo [janees(at)adgully.com]