Brand
Campaign
Agency
Campaign
Agency
Lenovo
Digital Street Art
Superheroes NYC
To rejuvenate Lenovo to connect it with the Gen-Z audience using the Lenovo Yoga Pro 9i laptop.
Strategy
By identifying 3D art as a way to differentiate the Lenovo Yoga Pro 9i from other premium laptops we tapped into the cultural momentum of street art turning 50. Connecting this with Gen-Z's desire to rewrite rules, we collaborated with AR creators on social media who created their version of digital street art with the Lenovo Yoga Pro laptop.
Result
An unprecedented product launch success with our physics defying street art content receiving 250 million+ views, generating over 1.5 million likes, comments, and shares— and translating to a big lift in sales with Lenovo’s website seeing a 66% increase of Yoga sales, 3% increase in brand lift, and 4% increase in willingness to pay more during the campaign launch.