Lenovo: Not every laptop is as good as a Lenovo
Manasi Trivedi and Deepanker Mukherji
Campaign details
Brand owner: LenovoAgency: Ogilvy & Mather Worldwide, BangaloreBrand: LenovoCountry: IndiaChannels used: TelevisionMedia budget: 1 – 3 million
Executive summary
Lenovo launched its new global brand positioning of 'For Those Who Do' in May 2011. This case study illustrates how shifting the communication focus from the product to the user meant Lenovo gained an affinity amongst youth in the top cities, and built market share by appealing to the first-time buyer.
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