Lenovo is about to take product demonstrations to a whole new height -- about 30,000 feet. A new marketing campaign for its laptops shows one being dropped out of airplanes attached to an unopened parachute. The only way the computer can "save itself" is by booting up in fewer than the 10 seconds it takes to hit the ground.
"We wanted to tap into a finding around consumer perceptions, and it's maybe not a profound finding, but people in general are not happy with their boot times on PCs and they think that it takes a long time. We wanted to play off that perception and show a boot up in an unexpected fashion," said Jeff Meredith, Lenovo's VP-mature markets. Discarded ideas included a Lenovo laptop on the tracks in the path of an oncoming train and in the middle of the road in car traffic.
The high-flying "Boot or Bust" campaign created by McKinney, Durham, N.C. is an extension of an effort running since May...continued on adage.com