LENOVO THINKPAD - THINKVANTAGE FEATURES
Direct Mailers \ Coasters
Bronze - Effies 06 - Direct integrated
Lenovo ThinkPad laptops were top-of-the-line business tools in 2006. It's ThinkVantage were innovative and unique.
Four Thinkvantage features were propagated through 4 direct mailers, a series, across 4 weeks.
The mailers spoke to the prospective not as corporate honchos but as humans, who are flawed. The ThinkVantage features were modelled to help the humans stay dysfunctionally, wonderfully human.
Presenting
'HUMAN' MAILERS
My Contribution
Creative strategy | Creative Direction | Copywriting | Leading execution with third party | Result delivery
1/4 - Rescue & Recovery feature
A mailer laden with spellos and alignment errors
2/4 - Fall protect RollCage feature
A mailer ruined by a clumsy coffee spill.
3/4 - The easy, one-button access, Productivity Centre.
The mailer propagated being lazy. It went without an envelope and the barest minimum copy.
4/4 - The Fingerprint Log-in feature. No need to remember passwords.
A mailer had critical copy missing. Later included with stickers.
COASTERS
After 4 weeks, the mailers recorded excellent engagement and recall. So, a set of coaster were sent out to work as reminders, this time ensuring they stayed on the desk.
