Lenovo Asia Pacific (Plant In A Can, 2007)

Objective: To position Lenovo, a Chinese based company, as a leader in environmental responsibility, leveraging the A61e ThinkCentre being the "greenest" manufactured PC on the market whilst utilising the "hype" of green technology. Creatively, we used a plant to represent "green" energy and efficiency.

Approach: Angling this campaign message towards "Save More Than A Little Green", the Lenovo A61e was promoted as being the most 'environmentally friendly' PC on the market (as voted by Greenpeace"; just like this plant. Recipient was asked to water the seed whereby it grew into a plant with a "Thank you from Lenovo" on the leaf. There was also a link to a microsite provided to obtain more information about the green campaign.

Results: The 'plant in a can' was a great door opener and people who agreed to a meeting found it a great idea to promote the Lenovo "green" image. The client informed us that: There was a great response from the market, so much so, that they wish to replicate this campaign in other regions such as Europe and the US. From the total 3D DM deliverables sent out to the target market there was a highly responsive 19% conversion rate making this campaign one of the strongest and most cut-through in Targetbase history.

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