“Book of Do” Global Marketing Campaign Shows IdeaPad U310 and U410 Engines for Creativity and Productivity
RESEARCH TRIANGLE PARK, N.C. — (BUSINESS WIRE) — June 4, 2012 — Marked by the launch of a multi-million dollar global marketing campaign, Lenovo (HKSE: 0992) (PINK SHEETS: LNVGY) today announced the worldwide availability of its coveted IdeaPad U310 and U410 Ultrabooks. Powered by the 3rd generation Intel® Core™ processors, Lenovo’s new U Series Ultrabook™ devices take the era of thin, lightweight and ultra-responsive mobile computing to a new level of affordability, without compromising quality or style. To showcase the benefits and features unique to its new Ultrabooks, Lenovo’s multi-faceted, global “Book of Do” advertising campaign highlights how the combination of innovative thinking and IdeaPad Ultrabooks empower people—the world’s tinkerers, creators and builders—to make great things happen.
At less than an inch thin, the Lenovo IdeaPad U410 Ultrabook is as thin as many of today's books. (Photo: Business Wire)
Lenovo Ultrabook devices combine the best features of traditional laptops—powerful processing performance, large storage capacity and rich audio—with the sleek aesthetics and desirable qualities of tablets, such as fast boot up, instant resume and all day battery life. With a svelte, book-inspired design that appeals to the fashion-forward consumer, the new Ultrabooks are available in a variety of vibrant colors including Sapphire Blue, Aqua Blue, Cherry Blossom Pink, Graphite Grey or Metallic Red1. Lenovo is making this progressive technology attainable for consumers with competitive prices starting under $800 (USD).
“Ultrabooks are an industry game changer that shift not only the way people think about laptop design, but also how much performance technology can be packed into such a thin and light device,” said Peter Hortensius, president, Product Group, Lenovo. “Lenovo Ultrabooks free people from having to choose between a device with a productivity-focused user experience and one with a style and design that inspire their creativity. The IdeaPad U Series Ultrabooks embody this convergence and are the perfect tool for consumers to manage every aspect of their digital lives.”
The Book of Do Campaign
As one of the largest coordinated marketing campaigns in Lenovo’s history, “The Book of Do” aims to give consumers, especially teens and young professionals, a glimpse into the exciting and innovative ways the new Ultrabooks can play a role in their digital lives. Spanning TV with the “ Seize the Night” ad, and other print and online advertising in major markets including the U.S., U.K., Germany, Russia, China, India and Japan, the “Book of Do” brings to life the people who do behind the device—the musicians, artists, designers, technologists, fashionistas and engineers.
More so, the campaign is designed to reach youth via intersecting technology with their interests. To creatively introduce U.S. college students to the Ultrabooks, Lenovo will give students the opportunity to dash on campus to win their own “Book of Do” at several colleges this fall. Lenovo is also working with DoSomething.org and Microsoft Bing this summer to inspire youth to act in their communities with The Hunt: 11 Days of Doing, starting July 10. Each day, young people will receive clues on service-related tasks to complete to win Lenovo U310 and U410 Ultrabooks and other prizes.
In Japan, Ayako Hara, Miss Universe Japan 2012, is serving as a brand ambassador to highlight the intersection between fashion and technology. Similarly, in India, youth sensation and Bollywood actor Ranbir Kapoor is touting his Ultrabook to appeal to the cell-phone tapping, social-networking Net Gen audiences.
The Can Do Everything Book of Do – Ultrabooks
As thin as a small paperback book, the 13.3-inch U310 and 14-inch U410 measure only 0.7-inch (18mm) and 0.83-inch (21mm) thick and weigh just 3.74lbs (1.7kg) and 4.18lbs (1.9kg), respectively. Even with a thin and light frame, these Ultrabook devices offer the performance to handle any mobile computing task with 3rd generation Intel® Core™ i3, i5 or i7 processors, up to 1 TB of storage; NVIDIA GeForce® graphics and up to nine hours of battery life on the U410; and 500 GB HDD drive and up to seven hours of battery life on the U310. They also feature Dolby® Home Theatre® v4 for intense sound quality and have Intel® Wireless Display (WiDi) technology to project videos and other content wirelessly on any big screen.
Available with 32GB solid state drives (SSD) to cache data, Lenovo’s latest Ultrabooks put a stop to slow wait times. Thanks to Lenovo’s new Enhanced Experience 3 optimization for Windows 7 PCs, the new Ultrabooks achieve ultra-fast boot up and quick resume from sleep that’s up to 40 percent faster than non-optimized devices. Lenovo Smart Update further amplifies the user experience by enabling the ultra-brilliant U310 and U410 to automatically update email, IM chats and social media messages even when in sleep mode. Watch the product tour here.
“The IdeaPad U310 and U410 Ultrabooks deliver on the next generation
mobile computing experience,” said Kirk Skaugen, vice president and
general manager of Intel’s PC Client Group. “Working with Lenovo, we’ve
delivered stunning visuals and amazing performance with our 3rd
generation Intel Core processors in exceptionally thin and light designs
that meet the needs of today’s most demanding mobile users.”
