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Mystery Egg

Issue 14 | March 2010

Background

Leonovo’s ThinkPad is a well-known brand in China but it is black and serious and is an established icon of the business executive. As such, then, it did not mean much to the increasingly important target group of university students.

The challenge was to get the ThinkPad to connect with this younger group and help them get to know what the ThinkPad could offer them.

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