Lenovo unveils differentiated marketing programme to stand out at the Olympics
02 Aug 2008
Beijing: Lenovo has unveiled a marketing programme that is designed to introduce the company's personal computers, people, values and involvement in the Beijing 2008 Olympic Games to a global audience.
As Worldwide Partner of the Beijing 2008 Olympic Games and the Olympic Torch Relay, Lenovo is providing over 30,000 pieces of computing equipment, manned by almost 600 engineers and technicians to support the successful management of the most complex sports event in the world.
The company has also created Internet lounges for athletes, trainers, media and other members of the Olympic family near competition venues.
Under the tag line ''Powering the World's Biggest Idea,'' Lenovo will build brand awareness through worldwide advertising, on-line programs, and on-site activities at the Olympic Games.
''Lenovo computing equipment and engineers will keep the Games operational on a daily basis,'' said Deepak Advani, senior vice president and chief marketing officer for Lenovo.
''Our Olympic tag line -- 'Powering the World's Biggest Idea' -- reflects Lenovo's belief that the Olympic Games are one of mankind's great inspirations and that Lenovo is proud to be a driving force behind them. Every element of our marketing programme underscores Lenovo's integral role at the Games and reinforces the fact that Olympic values are Lenovo values -- global goodwill, the pursuit of excellence and world-class performance."
Visual elements featured in the Lenovo Olympic marketing programs include PC product images that convey the company's core mission, a stylised light bulb that embodies the current advertising campaign, and the cloud motif used in the Lenovo-designed Olympic Torch, appearing in the five colours of the Olympic rings.
Athletes from the Lenovo Champions ambassador programme are also incorporated in the visuals.
Advertising
Lenovo advertising is pervasive through billboards, buses, bus stations and other out-of-home venues across Beijing.
Advertising leading with the ''IdeaPad'' PC line highlights the ability of Lenovo PCs to support and originate ideas everywhere and includes a yellow light bulb recognised by cultures worldwide as a symbol for ideas.
Product images are presented on a crisp blue or white background and sometimes incorporate athletes such as Chinese 110-meter hurdler Liu Xiang.
Architecture
Lenovo has built several structures on the Olympic Green in Beijing that will host members of the Olympic family and visitors.
The Lenovo Showcase @ the Olympic Games is a 1,550-square-metre (17,000-square-feet) facility featuring exciting interactive experiences that highlight technology innovations and engage participants. Visitors can, for example, experiment with Lenovo's facial recognition technology or create a photograph of themselves carrying the Olympic Torch.
Seven Lenovo Internet lounges in the Main Press Centre and Olympic Villages in Beijing, Hong Kong and Qingdao will allow athletes, coaches, trainers and journalists to e-mail, surf the Internet, play games, maintain blogs, keep in touch with friends, family and colleagues and watch the ongoing competitions.
Pin Programme
The Lenovo team launched more than 10 pins, a universally adored element of goodwill, trading and friendship.
The pins combine Lenovo technologies with iconic venues and images of the Beijing 2008 Olympic Games, such as the ''Bird's Nest'' National Stadium and the ''Water Cube'' National Aquatics Centre. They sometimes contain moveable parts, including notebook PCs that flip open to reveal Olympic athletes on the display.
Uniforms, Retail and On-Site Features
With almost 600 engineers and technicians representing Lenovo in Beijing, the Lenovo Olympic team created a uniform that introduces them as brand ambassadors and keeps them cool in the heat.
The uniform features the five Olympic ring's colours in designs from the ''cloud of promise'' motif of the Olympic Torch, placing them on a cool, white background.
The design will also be featured in signage, lanyards and identification passes. Additionally, a Lenovo retail store inside the Olympic Games superstore will offer Lenovo licensed products such as torch-themed USB memory keys, Olympic mascot-shaped mouse devices and other items.
Employee Recognition
Lenovo employees from all over the world will enjoy the Olympic Games in Beijing, experiencing athletic competitions, Chinese history and culture, and taking pride in the company's computer systems in operation for the Games.
Employee events and communications have focused on the Olympic Games for several months, and include sport-themed employee gatherings, photography competitions and Olympic trivia contests.
Web
Lenovo launched a blogging programme and website for athletes training to compete in the Beijing 2008 Olympic Games. The company has provided IdeaPad and other notebook PCs and video cameras to more than 100 athletes from more than 25 countries and 29 sports.
Multi-cultural Lenovo Olympic marketing team
Lenovo's marketing programme was created by Lenovo's Olympic Marketing Team, a global team including core members from China, US, India and other countries.
''Our marketing programme at the Beijing 2008 Olympic Games is a highly integrated one supported by an outstanding global team working hour upon hour with experts from marketing, communications, advertising, graphic and architectural design, web and multimedia production,'' said Alice Li, Lenovo's vice president of Olympic marketing.
''We have been sourcing expertise and resources globally and have engaged well-known international agencies. The Olympic Games have been a great way to unite Lenovo and our marketing partners in an efficient global team.''
