| Title | ON-THE-SPOT VIRAL |
| Brand | LENOVO |
| Product / Service | LENOVO THINKPAD |
| Category | C01. Viral & Email Marketing |
| 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 | Ogilvy Beijing | Multimedia Director |
| Julie Wang, Miya Chen | Ogilvy Beijing | Account Supervisors |
Lenovo wanted to reach the college market in China. They also realized the brand’s history of innovation should be leveraged along with the idea of individual expression, which is more and more key to youth in China. The ThinkPad’s innovative red track-point was leveraged to create a 'starter' viral on youku, China’s youtube. After viewing, users could pick up the online flashlight pen and make their own video, on-the-spot, in real-time. Then see their creation instantly go online the moment they finished. More than 61K did in just the first two weeks, and the product sold-out in 4 weeks!