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A real experience by Lenovo

By Nandana Das , afaqs!, New Delhi | In OOH News | August 03, 2011
Consumers could use the laptop from a distance of six feet just by using his/her hand in the air with the use of augmented reality technology.

Lenovo has recently launched an activity named 'For those who do', to promote its latest offering, Thinkpad X1 laptop. As part of this activity, the company placed a 42-inch LCD screens vertically at several kiosks, which were enabled with augmented reality technology.

A halo image of the Thinkpad X1 was created on the screen. Those consumers, who were interested to learn more about the product, could use the laptop from a distance of six feet just by using his/her hand in the air. The features of the product were showcased through various animations.

The agency, Portland, which executed this activity, made use of the technology called 3D depth sensing augmented reality.

The idea of the activity was to set a high impact, clutter-free kiosk, to draw the attention of the target audience in a captive environment like the airport, and build a preference for the laptop.

Talking about the brief, Amit Sarkar, national director, Kinetic India, says, "The brief was very short and crisp. We were asked to evolve an impactful and clutter-breaking activation at the airport."

Rahul Agarwal, executive director, commercial business, Lenovo India, says, "The Lenovo ThinkPad X1 is packed with powerful features and comes with a great design. The new laptop houses ultra-thin design with elite performance, complemented by strong multimedia functionality and excellent power management. We have tried to explain everything in the campaign."

According to Sarkar, it was a great challenge for the team at both ends to make the '3D depth sensing augmented reality technology' work for this category and create a 'consumer experience' for the first time in India at the airports.

The recently concluded month-long campaign took place at the airports of Mumbai, Delhi and Bengaluru. The campaign idea was conceived by Ogilvy, while Portland, the out of home (OOH) arm of Kinetic India executed the outdoor activity. The technology was provided by Xenium Technologies.

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