Lenovo Breaks ‘Ideas’ Branding Effort

Best known for buying IBM’s ThinkPad business, Lenovo unveiled a line of consumer-oriented desktop and notebook computers earlier this week. The campaign accompanying the launch, dubbed “Ideas,” targets both business and consumer prospects with online, e-mail, print, broadcast and other placements.

“The campaign focuses on the creative power of people and how ideas can come from anywhere at anytime to anyone,” said a Lenovo company spokesperson.

“Ideas” spans the new consumer line as well as the existing business line. On the consumer side, Lenovo has the IdeaPad notebook and ThinkCentre desktop lines. The ThinkPad notebook and ThinkCentre desktops have long been a standard of the business community. The “Ideas” theme is meant to resonate with both consumer and business users, with a sub-tagline of “create, protect and secure” throughout.

The global campaign was created by Ogilvy and Mather. Lenovo signed with the agency in the spring of 2005. The campaign is expected to ramp up in February with online and print advertising and build momentum in the U.S. and other parts of the world leading up to the Olympics.

“Both consumers and business users embrace the power of ideas, and the campaign illustrates this linkage,” said the spokesperson.