Gaming & Media
Lenovo
CAMPAIGN CASE STUDY
87,832
downloads per month
68%
lower CPI than industry average for display
93%
lower CPI than industry average for search
Let's Talk
THE OPPORTUNITY
A new app store from a high profile brand
It’s not every day that we get to pitch ad concepts with dilruba-playing EDM artists and cherry-haired rocker hairdressers. That’s why our whole team was thrilled to land the Lenovo account. Due to their bold brand, tech innovation and amazing campaign performance, they’re one of our favorite clients to date.
We created an ad campaign to drive downloads for Lenovo’s new app store, the Lenovo App Explorer (LAE). The product was created to combat bloatware stigma by giving users full control of the apps they want on their Lenovo device.
We quickly went to work, thinking through how to create compelling search and display ads to drive downloads for the LAE.
Our Strategy
THE CHALLENGE
Not another app store!
Lenovo sells Windows laptops and mobile devices (tablets, smartphones, smartwatches) that run on Android. Windows users are accustomed to the Microsoft App store and Android users habitually visit Google Play to get their apps. Why introduce another interface to find apps for your new Lenovo device?
Adding to the challenge, the Lenovo App explorer was not pre-installed — it had to be downloaded from Lenovo.com. We had to find marketing channels to target only users on Lenovo devices and give them a compelling reason to download an entire app store.
OUR VISION
Testing Limits
Of the three concepts presented, Lenovo enthusiastically selected our second concept “Only the apps you love”. This concept focused on the outcome of easy customization — a computer that is just how you want it to be. No bloatware. Only the apps you need and love. After all, your computer is an extension of you.
Each ad features someone being entirely authentic and true to their own unique style to mirror how LAE allows for this level of app customization.
Our agency always favors hand drawn sketches over composite stock for concept mockups because they often communicate ideas more effectively. They expose the ‘bones’ of the idea rather than distracting with full color images that aren’t final.
Our Vision
THE PROCESS
Hand-picked, hand-staged, purposeful
For Lenovo, individual expression is central to their brand, so custom photography was even more critical for a successful ad campaign— especially since the ad campaign concept was to communicate laptop customization based on the user’s unique personality and app preferences.
Each cast member, Eriko, Manj and Ebonnie, are lively, unexpected and bold leaders in their fields — not models. We insisted on this detail. The challenge for this photoshoot was to capture their vibrant energy and progressive mindsets to promote LAE while staying in line with Lenovo’s brand guidelines.
Moodboards help us align our visuals with the message
Eriko is our cherry-haired rocker hairdresser. While cutting sleek new hairstyles for various clients, she dabbles as a hardcore rock drummer and singer songwriter on the side. The skull and scissor crossbones on the computer represent how, as a hairdresser, the Lenovo machine has been customized for her unique progressive mindset. This is how the image sells the product — it shows LAE can be customized just for you.
Moodboards help us align our visuals with the message
Manj is known for his reactive lighting designs and unique Indian music compositions on the dilruba — his favorite instrument. The Lenovo brand speaks to unexpected technology that allows people to progress in interesting ways. Manj’s reactive lights in the background and the corresponding image on his computer speak to moving forward in this creative way— also reflecting the way Manj has customized his computer to become an extension of himself.
This sells LAE.
Moodboards help us align our visuals with the message
Our last ad cast member, Ebonnie, is a talented taxidermy artist and dance performer with a progressive mindset. She’s not afraid to do the unconventional and forge ahead. The spray paint captured in the photo allowed us to align Ebonnie’s vibrant energy with the Lenovo’s attitude of never standing still in an interesting way. Again, this ad sells the product by conveying the power of individual customization to match her unique personality and style.
Our Solution
Moodboards help us align our visuals with the message
WINNING CUSTOMERS
Here's how the campaign performed
Display
Search
0.5% CTR
vs. 0.4% industry average
2.1% CTR
vs. 0.84% industry average
6% CR
vs. 1.04% industry average
11.5% CR
vs. 2.55% industry average
68%
lower CPI vs. industry average
93%
lower CPI vs. industry average
THE MORAL OF THE STORY
Always be optimizing
The heavy lifting was done, but we didn’t stop there. Any successful ad campaign is constantly reviewed and optimized over time to ensure maximum performance. Our dedicated media buyers and copywriters regularly monitored the campaign to improve results.
As for those ideas that didn't make it past the concepting stage, those boneyard mockups can be found proudly displayed on our kitchen fridge — a constant reminder to remain energized about generating unique ideas for our clients.
“I appreciate the high-quality work that you’ve done, and I will not hesitate to find ways to work with you in the future.”
Neil Lancia, Integrated Digital Marketing Manager, Lenovo