The fire does not burn, water does not sink, the wall is not broken. The campaign for Lenovo notebooks Bashny.Net

Ogilvy & Mather NY developed for Lenovo notebooks global advertising campaign, focused on the technical excellence of the product.

Strategy emphasis on durability and engineering was selected as laptop sales reports whenever indicators show jumps at the time of sales for corporate clients, and the purpose of Lenovo - lift and stabilize sales without repeating competitors. Experts Wall Street Journal pointed out that such a strategy is quite risky, especially when an unstable position in this segment, "The industry is dominated by those who are ill-price competition, and the predominance of quality over price - this is a very bold tactic. ThinkPad laptops are on average 10% more expensive than the other ».

In order to emphasize the engineering superiority and unprecedented levels of data integrity laptops Lenovo, Ogilvy & Mather in six rollers and eight prints campaign badly mocked appliances - they threw a computer from a height of 25 feet (nearly 8 meters), dipped it into a tanker with water, sent into the desert, in weightlessness, and beat him against a wall at a speed of 35 miles per hour, and frozen in liquid nitrogen.

The campaign runs under the long slogan «From the world's best engineers come the world's best-engineered PCs» - «From the world's best engineers - the best way computers are designed».