Kinetic India’s arm Portland created a month-long OOH buzz for Lenovo as part of its ‘For those who do’ campaign in airports across three cities – Mumbai, Delhi and Bangalore. Ogilvy is the creative agency on the account.
The campaign objective was to set up a high impact, clutter free kiosk to draw attention of target audience in a captive environment like the airport and build brand preference and imagery. The campaign was carried out in June-July 2011.
The campaign involved setting up of kiosks enabled with augmented reality technology. This technology, called 3D Depth sensing Augmented Reality, integrates 3D objects into live video, which is digitally processed and “augmented” with the 3D components. This is a platform for real and virtual worlds together, in real time. A user experiences Lenovo Thinkpad X1, its key features at the kiosk.
Augmented reality was used to build a halo image of the Lenovo Thinkpad X1. This is the first time that this has been experimented by any brand.
Commenting on the brand, Rahul Agarwal, Executive Director, Commercial Business, Lenovo India, said, “In addition to being the slimmest ThinkPad ever, the Lenovo ThinkPad X1 is packed with powerful features and comes with a great design. With the Lenovo ThinkPad X1, ultra-thin design meets elite performance, complemented by strong multimedia functionality and excellent power management.”
Commenting on the campaign, Amit Sarkar, National Director – Kinetic India, said, “It was indeed a great challenge for the team at both ends to make this ‘3D Depth sensing augmented Reality technology’ work for this category and create such a ‘consumer experience’ for the first time in India, in the airports.”