| Title | MYSTERY EGG |
| Brand | LENOVO |
| Product / Service | LENOVO THINKPAD |
| Category | A03. Consumer Services |
| Entrant | OGILVY BEIJING, CHINA |
| Entrant Company: | OGILVY BEIJING, CHINA |
| Advertising/Web Design Agency: | OGILVY BEIJING, CHINA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Doug Schiff | Ogilvy Beijing | Executive Creative Director |
| Yang Yanyan | Ogilvy Beijing | Creative Director |
| Jimmy Wang | Ogilvy Beijing | Art Director |
| Li Wenjun, Oliver Tang | Ogilvy Beijing | Copywriters |
| Ryan Liu, Zhang Haitao, Luan Heming, Miya Chen | Ogilvy Beijing | Producers |
| Julie Wang, Peter Yu, Miya Chen | Ogilvy Beijing | Account Supervisors |
| Zhang Wei | Ogilvy Beijing | Consultant |
| Sascha Engel | Ogilvy Beijing | Technologist |
Youth in China have a special affection for plastic capsule vending machines, as they’re surprising and fun. This insight helped hatch ThinkPad’s Mystery Egg. Students were introduced to the Egg character through campus events, BBS, and China’s most popular social networking site, which led them to the online 3D coin-operated machines on the ThinkPad site, where capsules and Eggs were released. Augmented Reality, from mobile devices to the website, allowed the Mystery Egg character to demonstrate ThinkPad benefits in a way students thought was cool and entertaining. And results showed that the Lenovo ThinkPad had successfully entered the new market.