Execution

We decided to make the trip to the retailer that little bit more stimulating by finding the busiest train station exit in Shinjuku (4Mil users a day) and creating a unique OOH experience for them. This formerly dull exit, triangulated between the three largest electronic retailers in the area, became a 3D PC, utilizing wall to ceiling coverings never before used or allowed in Japan. Japanese people always like to visit a retail store before purchasing their PCs, whether they buy at the store or later online. This is especially true during Bonus Season when they head to the stores en mass. But with local brands accounting for 80% of sales and using heavy media spends, trying to compete in traditional media is impossible. Results Over 320,000 people stopped to investigate and overall awareness of the brand improved 12%. Just as importantly during the period that the campaign was in place Lenovo PCs occupied the No.1, 2 and 3 spots in PC notepad sales on Japan’s largest online retailer Kakaku.com and also helped Lenovo become the largest import brand in Japan in 2010.