New York - This month global PC leader, Lenovo, launched its largest-ever global marketing campaign in support of a new line of Convertible PCs, powerful machines that transform from laptop to tablet with help from Saatchi & Saatchi New York. The integrated body of work includes a short film, cinema ads and television spots, as well as digital, social and out-of-home.
The release of a blockbuster-scale short film (titled The Pursuit) shot by veteran action director Martin Campbell (Casino Royale, Goldeneye, Green Lantern) kicked off the campaign. The film, shot in Ukraine over seven days, focuses on a mysterious woman using the IdeaPad Yoga 13 to stay one step ahead of her pursuers. Saatchi & Saatchi also expanded the storyline into online product demos, Rich Media banners, 15 second pre-roll, and cinema ads that will air in China, the US, Germany, UK, Russia, India and Japan.
The campaign's over-arching creative work builds on Lenovo's positioning as the brand "For Those Who Do," demonstrating the functionality of three new convertible products, which fold, twist or separate. The first series of work features the IdeaPad Yoga, an Ultrabook with a 360 degree hinge that flips the laptop into a tablet.
"We're excited to be able to do such big work for such an amazing brand," said Con Williamson, Chief Creative Officer of Saatchi & Saatchi New York. "The short film, the TV spots and every other element of this campaign are designed to highlight the functionality of these amazing Do Machines in a big, engaging way, and we think people are going to respond to that."
See the film at: http://www.youtube.com/watch?v=ib-rWgz4QdQ&list=PLs18hw3X0NC7_an-MgOYuS1ewDOIPxgKx&index=3&feature=plpp_video
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