Ogilvy & Mather has rolled out a TVC titled ‘The experiment’ for Lenovo’s P780 smart phone.
The commercial will be on air from 12 October for three weeks across entertainment, news and movie channels in Hindi, English and South Indian language channels. The film will also be up on You Tube and screened in cinemas.
The film introduces the theme of ‘The experiment’ with a visual of an island, with the text and male voice over: ‘How to survive on an island with a smart phone’. The narrator goes on to enlist things to do, enacted by a ‘stranded’ male executive. The list includes ‘Call all your contacts’, ‘Make endless presentations’, ‘Going through silly updates’, ‘Take ‘selfies’ all day’, ‘Romance your wife’, ‘Enjoy movies back to back’ and ‘Play games till you drop’. The voice over surmises, ‘Lenovo P780 – With up to 43 hours talk time’, before the film ends with the brand’s tagline ‘For those who do’.
On the brief given to the agency, Bhaskar Chaudhari, director marketing, Lenovo India, explained that while there are many smart phones available, each with its set of features, a common consumer need was that for very long battery life. He explained, “The features and applications drain the battery life of the phone in an exasperating manner. We have a product that was differentiated on this particular benefit. The brief was very simple to communicate and that was the incredibly long battery life of the phone.”
On the target audience, he said, “It is mostly youngsters, college students and people who have recently joined work, who are living in the top 36 or top 50 towns in India.”
Rajiv Rao, national creative head, Ogilvy & Mather, added, “The idea was just to bring out one of the best features of the phone that is the long battery life. To make that point we put had to put him on the island where you can’t charge your phone. Today most smart phones have a drawback that they run out of battery and we are always trying to charge our phone somewhere or the other.”
Client: Lenovo India
Brand: Lenovo P780
Director - marketing: Bhaskar Chaudhari
Creative agency: Ogilvy & Mather
National creative head: Rajiv Rao
Creative team: Rajiv Rao, Srreram Athray
Media agency: Mindshare