Lenovo Unleashes Ultrabooks to Power Next Chapter of Great Ideas
OREANDA-NEWS. June 04, 2012. Marked by the launch of a multi-million dollar global marketing campaign, Lenovo (HKSE: 992) (ADR: LNVGY) today announced the worldwide availability of its coveted IdeaPad U310 and U410 Ultrabooks. Powered by the 3rd generation Intel® Core™ processors, Lenovo’s new U Series Ultrabook™ devices take the era of thin, lightweight and ultra-responsive mobile computing to a new level of affordability, without compromising quality or style. To showcase the benefits and features unique to its new Ultrabooks, Lenovo’s multi-faceted, global “Book of Do” advertising campaign highlights how the combination of innovative thinking and IdeaPad Ultrabooks empower people—the world’s tinkerers, creators and builders—to make great things happen.
Lenovo Ultrabook devices combine the best features of traditional laptops—powerful processing performance, large storage capacity and rich audio—with the sleek aesthetics and desirable qualities of tablets, such as fast boot up, instant resume and all day battery life. With a svelte, book-inspired design that appeals to the fashion-forward consumer, the new Ultrabooks are available in a variety of vibrant colors including Sapphire Blue, Aqua Blue, Cherry Blossom Pink, Graphite Grey or Metallic Red1. Lenovo is making this progressive technology attainable for consumers with competitive prices starting under USD 800 (USD).
“Ultrabooks are an industry game changer that shift not only the way people think about laptop design, but also how much performance technology can be packed into such a thin and light device,” said Peter Hortensius, president, Product Group, Lenovo. “Lenovo Ultrabooks free people from having to choose between a device with a productivity-focused user experience and one with a style and design that inspire their creativity. The IdeaPad U Series Ultrabooks embody this convergence and are the perfect tool for consumers to manage every aspect of their digital lives.”
The Book of Do Campaign
As one of the largest coordinated marketing campaigns in Lenovo’s history, “The Book of Do” aims to give consumers, especially teens and young professionals, a glimpse into the exciting and innovative ways the new Ultrabooks can play a role in their digital lives. Spanning TV with the “Seize the Night” ad, and other print and online advertising in major markets including the U.S., U.K., Germany, Russia, China, India and Japan, the “Book of Do” brings to life the people who do behind the device—the musicians, artists, designers, technologists, fashionistas and engineers.
More so, the campaign is designed to reach youth via intersecting technology with their interests. To creatively introduce U.S. college students to the Ultrabooks, Lenovo will give students the opportunity to dash on campus to win their own “Book of Do” at several colleges this fall. Lenovo is also working with DoSomething.org and Microsoft Bing this summer to inspire youth to act in their communities with The Hunt: 11 Days of Doing, starting July 10. Each day, young people will receive clues on service-related tasks to complete to win Lenovo U310 and U410 Ultrabooks and other prizes.
In Japan, Ayako Hara, Miss Universe Japan 2012, is serving as a brand ambassador to highlight the intersection between fashion and technology. Similarly, in India, youth sensation and Bollywood actor Ranbir Kapoor is touting his Ultrabook to appeal to the cell-phone tapping, social-networking Net Gen audiences.