SYDNEY, March 7, 2008
– Lenovo will launch its new "Ideas Everywhere" consumer television advertising campaign next week, featuring a television commercial filmed in Australia that will be aired here and internationally. The narrative advertisement, called 'Castaway", will air from Sunday 9 March on Channel 7 in prime-time slots. The new multimedia campaign marks Lenovo's first entry into the national mainstream consumer and retail market in Australia.
Filmed on Sydney's northern beaches, the "Castaway" commercial features a haggard looking man with tattered clothes and long hair rescued from a desert island. On returning home, his wife and dog don't recognise him. As his petrified wife reaches for the 'phone to call the police, the desperate man spots his Lenovo IdeaPad computer in the corner. Realisation dawns on his wife and dog as the Veriface™ facial recognition software on the IdeaPad reveals his true identity by automatically logging him in, prompting a happy re-union.
Australian production house Luscious Productions filmed the outdoor scenes of the Lenovo "Castaway" commercial on the NSW northern beaches locations of Lion Island and Mackerell Beach, and the indoor scenes at a St Ives home in Sydney. The creative agency was Ogilvy and Mather Mumbai, the director was Damien Toogood and post-production was managed by Emerald City Design.
"Ideas Everywhere" print advertisements featuring a new Lenovo "light bulb" brand identity will appear in metropolitan newspapers and technology magazines, in addition to extensive online activity and in-store point of sale displays. Lenovo is also featuring on high-rating Pay TV channels including Arena, Fox8, FoxSports, National Geographic and Discovery from March 9.
"Regardless of whether computers are being used for business or personal reasons, a common purpose is the creation, collaboration and sharing of ideas," said Yu Dan Shi, Marketing Director, Lenovo Australia and New Zealand. "Accordingly, we've equipped both our business and consumer products with leading edge technology to facilitate the development, sharing and importantly, protection of these ideas and have developed our branding campaign to encapsulate these concepts."
2008 Beijing Olympics Games VIP package on offer
Integrated throughout its multimedia campaign, Lenovo is offering a VIP package for two to the 2008 Beijing Olympics Games, for which it is a major sponsor and the sole technology supplier.
The "money-can't-buy" VIP package include access to Olympic Games sporting events, various cultural experiences, five nights accommodation and return flights from anywhere in Australia to Beijing. Anyone who purchases a Lenovo IdeaPad or IdeaCentre before April 7 at a Dick Smith Powerhouse, Dick Smith Electronics or Domayne store will go in the draw to win this package upon registering their purchase.
The first 200 products registered on the Lenovo competition website also win a Libby Lenton Signature Series Sports Pack, including a cap, polo shirt and backpack personally signed by World Champion and Lenovo Brand Ambassador, Libby Lenton. This competition will be promoted at Lenovo's retailers and in online, print and TV advertising.
For further information about the prizes, including terms and conditions, go to
Lenovo (HKSE: 992) (ADR: LNVGY) is dedicated to building the world’s best-engineered personal computers. Lenovo’s business model is built on innovation, operational efficiency and customer satisfaction as well as a focus on investment in emerging markets. Formed by Lenovo Group's acquisition of the former IBM Personal Computing Division, the company develops, manufactures and markets reliable, high-quality, secure, and easy-to-use technology products and services worldwide. Lenovo has major research centers in Yamato, Japan; Beijing, Shanghai and Shenzhen, China; and Raleigh, North Carolina. For more information, see
Angela Eggleton; Senior Account Manager; Text 100 Public Relations ; T: 02 9956 5733M. 0412 830 525 E: