Lenovo Takes on Apple By Advertising to Doers, Thinkers and Tinkerers

Lenovo is rolling out a new ad campaign designed to show customers that the IdeaPad and ThinkPad line of notebooks can help consumers, especially 18-25 year old consumers, get things done.

Lenovo ThinkPad X1 Ad - Motorcycle

Lenovo ThinkPad X1 Ad Speaks to "Doers"

This is no small task for a company that is known for corporate controlled notebooks, but the new ads that go for the “doers” have a chance at attracting attention — especially with products like the ThinkPad X1. The X1 hasn’t been officailly announced, but this ultraportable with a long battery life and a super fast recharge is to be one of the stars of the new Lenovo ad campaign which will launch in May.

If, like many, you think that everyone is buying an Apple because it is cool, you are missing out. As Ms. Cheever tells the NY Times, technology is, “not just a badge, it’s a tool.” When most people buy Apple notebooks, they are doing so to get a new tool to use in their schoolwork, career or for a specific reason aside from the glowing Apple.

With this new focus on delivering products that do something and showing consumers what they can do, Lenovo stands a real chance at getting mindshare with the 18 to 25 year olds they are trying to reach.

Too often the Apple competitors, specifically in the tablet space — but also in notebooks, focus on beating Apple on one item such as price or specs or looks. Unfortunately the competition has a problem showing end users why the product is better, how it will help them get more done or what they can do with it.

The commercials haven’t been released yet, but you can take a look at the Lenovo “Those Who Do” Bus in the video below.

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