The Yoga 11S by Lenovo is a laptop tablet hybrid that transforms from one to the other with ease. As its name suggests, the Yoga is flexible, smooth and strong. Lenovo's new ad campaign for the product shows just how flexible, smooth and powerful it is through a visual representation of black and white silhouette.
We see shadowed outlines of people. There are smooth-moving limbs, bodily curves and no rigid lines. The silhouettes move quickly to assemble to form different shapes and objects; the shadows align to form a tree, lanterns and even airplane seats. The overall feel of the campaign is more feminine -- the furthest thing from our traditional view of what is considered 'techy.'
Lenovo's convertible Ultrabook isn't traditional; a lot like yoga, it is an alternative and hip choice for those who are seeking something new.
What's Driving This Trend
- Silhouette Advertising
- The use of silhouette in advertising campaigns for electronics could open new visual storytelling opportunities for tech companies.
- Flexible Hybrid Devices
- The creation of laptop-tablet hybrids, like Lenovo's Yoga 11S, enable better productivity as well as provide opportunities for creative marketing strategies.
- Non-traditional Tech Marketing
- Lenovo's feminine approach to marketing their hybrid device challenges tech companies to think outside the box and explore new target markets beyond the typical male consumer base.
Who This Affects Most
- Computer Hardware
- The computer hardware industry has an opportunity to develop more innovative designs that combine functionality and versatility.
- Advertising
- The advertising industry can benefit from using more creative approaches, such as silhouettes, to promote products and services.
- Consumer Electronics
- Encouraging the development of hybrid devices in the consumer electronics industry provides opportunities for manufacturers to create unique products that can appeal to different consumer segments.
