Light is smart: Lenovo's new blitzkrieg
By Bhawana Anand - March 03, 2014
Lenovo in association with Kinetic Worldwide agency has promoted its new smart phone Vibe X through the OOH medium. The campaign has been specially designed for Bangalore city, targeting SEC - A, A+ audience in the age group of 16-30 years.
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The objective of utilising the OOH medium was to fuel greater customer engagement and create buzz around the Lenovo Vibe X, a smart phone with an edge. Lenovo Vibe X is all about the aura, mood (good) vibrations, feel and rhythm. Thus, the campaign is youthful, bold and colorful with a strong focus on'it's my life beliefs and values' in keeping with the TG.
"For the launch activity of Lenovo Vibe X smart phone, the client decided to use OOH as a major medium. High impact, large format billboards, Mall Facades and Sky-walks in key locations were used across the market to reach out to the TG on the go. To enhance the visual impact of the creative, high-resolution UV prints were used on select billboards. With inputs from us, a change in creative was initiated by the client in the second phase which further enhanced the visibility and the recall of the campaign. The simple, yet effective innovation of a larger than life 3D image of Lenovo Vibe X smart phone floating atop a billboard, conceptualised in-house, helped bringing home the USP of the phone being the lightest in its category. The entire activity was phased strategically in a manner that ensured the overall visibility of the campaign running much beyond the committed duration of the campaign", said Ranadeb Paul, AVP Kinetic Advertising India Pvt Ltd.
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All in all it is a high-decibel campaign that has been developed to make the brand and product visible all over the city. Important and maximum footfalls locations have been taken for the campaign including key arterial roads which are the lifeline of the city, besides popular malls, the International airport, corporate hubs, major junctions and major residential apartments and enclaves, IT parks, major flyovers that connect the city across and the CBD areas in the city. Mainly large formats have been taken such as malls mediums, billboard/unipole and gantry thus creating high visibility and exposure to the brand.
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