Lenovo goes to the movies in premium branding push
Chinese technology firm aims to reach out to youth audience by featuring its range of products in films and television series
Lenovo appears ready for its close-up, with the mainland technology giant planning new marketing campaigns to place key products in various films and television shows this year.
Lenovo chief marketing officer David Roman, said investing in the high-profile branding initiative was part of Lenovo's goal to create a premium global brand "that resonates with our target youth audience" and to become known as "the world's leading personal technology company".
"One thing that is helping us do these [campaigns] now is our great-looking products," Roman told the South China Morning Post. "We're working in partnerships with production houses who want our technology."
Roman, who declined to announce any specific projects, said film and television product placements would showcase the company's latest personal computers, smartphones, media tablets, and its soon-to-be launched "table computers".
He said Lenovo's new IdeaCentre Horizon table computer, which will sell from early this summer for US$1,699, was the kind of "innovative product placement we're trying to do because it is interesting".
The device, which has a 27-inch multi-touch display and Microsoft's Windows 8 operating system, can be adjusted upright at a 90-degree angle for use as an all-in-one desktop computer, with separate keyboard and mouse.