Duia created a ‘thinkers club’ campaign challenging consumers with the tag line of “Are you a thinker?” The campaign, which playfully used iconic personalities ranging from Batman to Isaac Newton, focused on online and social marketing to be more relevant to modern urban Chinese consumers. We used ThinkPad’s distinctive ‘red dot’ trackball as a thread throughout the campaign to reinforce the emotional connections with users. With engagement reaching unexpected highs, Duia was asked to continue the campaign well beyond the original period.