Campaign Results

23.3K Competition Entrants
1.8M Facebook Impressions
800 Laps Raced

Award Winning

Lenovo
Consumer Engagement and Brand Awareness

Global technology giant Lenovo was gearing up to launch its PC-gaming brand, Legion. The Legion product line features a mixture of high-end laptops and powerful desktop computers, all with enough power to run the latest games at high settings.

The gaming PC hardware market is fiercely competitive and packed with brands that exclusively specialise in this market. These brands command loyal audiences. Because of this Legion needs to be presented with a high level of authenticity and respect towards a vocal, and often fickle, PC-gaming audience that’s often weary of new brands.

Lenovo asked us to help with brand awareness for Legion and to specifically target professionals.

Deliverables

/Creative Direction
/Digital Design
/Animation
/Front / Back-end development
/Copywriting
/Management
/Strategy
/Experiential
Lenovo Legion Campaign

Standing apart from competitors

The vast majority of gaming hardware is marketed to an audience that puts gaming front and centre in their personal identity. Products are designed with an aggressive and chunky design, often with neon lights. It all inadvertently pushes an idea that gaming is the preserve of teenage boys and young men.

Our campaign stepped away from ‘edgy’ or ‘x-treme’ campaigns and instead simply appeals to adults who enjoy gaming. We positioned Legion as the new badge of the modern gamer, replacing self-conscious Space-Invader icons and gaudy flashing lights that put as many people off as they appeal to.

LenovoBranding

Savage within

We created an augmented reality system which allowed people to literally see the savageness within them at Liverpool Street Station. People in front of our giant screen would realise Legion’s videogame avatars – including a futuristic cybersoldier, a hulking monster and flying spellcaster – would perfectly mimic their movements. It was a fun moment that shook commuters out of their routine.

Once people were engaged, they were invited to take the Legion test.

Hot Laps at Canary Wharf

We gave commuters at Canary Wharf the chance to log their fastest lap on a racing simulator running on a Legion laptop. It put Legion products directly in the hands of consumers and showcased the power of the range. Leaderboards showed the fasted times, creating competition. As with the augmented reality activation, after the lap people were invited to take the Legion test.

 

Tactical campaign support

We also created a bespoke PoS hand scanners that ‘analysed’ fingerprints and told people what percentage ‘Legion’ they were, giving them discounts accordingly. These scanners were introduced at the flagship John Lewis store before being rolled out nationwide. Finally, we pushed the ‘Are You Legion’ quiz on Facebook and Twitter.

LenovoHot-Laps1