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.
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.
Are you Legion?
We based our campaign around a single question: Are you Legion?
Instead of being yet another voice in a busy market trying to convince people to buy products, we created a layer of exclusivity around Legion, similar to how members’ club do for their guests. Rather than asking our audience if Legion is good enough for them, we asked if people were elite enough to be involved with the brand.
Our central campaign activation was an online quiz that asked gamers about their gaming habits, before judging whether they’re Legion or not. The quiz would recommend a Legion product based on their answers, and enter them into a prize draw to win a gaming bundle tailored to their playing preferences. Oh, and in case you’re wondering, the quiz judges everyone as Legion!
We sailed past our initial target of 10,000 entrants in the first week of being live. We totalled 23,371 entrants and had 30,633 visitors to the site.
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.