Lenovo launches campaign to net young consumers
Erwida Maulia, The Jakarta Post, Jakarta | Thu, 08/11/2011 9:23 PM
The Indonesian unit of Chinese computer maker Lenovo launched on Thursday a campaign in a move to reach out to young Indonesian consumers.
Lenovo launched the InDOpendence Day campaign in Jakarta, held in conjunction with the commemoration of Indonesia's Independence Day on Aug. 17.
"We name it InDOpendence Day, meaning there is always something to 'do' in Indonesia. We want to promote this 'do' spirit and nationalism as part of our brand building.
"We want to couple this activity with our retail. We're targeting the youth market because it is very dynamic; there's still a lot of room for it to expand," Lenovo Indonesia manager for marketing communications Capriana Natalia said during a press conference during the launch of the InDOpendence Day campaign.
The campaign will include the deployment of "Wheels of DO" vans and the establishment of Lenovo DO stations in four major cities: Jakarta, Bandung, Yogyakarta and Surabaya from Aug. 13 to 16, with the main event slated for Aug. 17 in Jakarta.
"We will also distribute 17,811 exclusively designed Lenovo InDOpendence Day T-shirts; according to the date of this year's Independence Day," Caprina added.
