Assembly and Lenovo: An Innovative First Data-Driven Personalization Project

PROBLEM

Lenovo sought to successfully launch the Lenovo Aura Edition AI PC in the UK, following its global strategic framework. The goal was to engage the young creator audience—a tech-savvy and highly discerning demographic—by capturing their attention through high-impact, premium, and innovative experiences. The campaign needed to break through the noise of a competitive market, positioning Lenovo’s Aura Edition as a cutting-edge AI laptop line-up that resonates with the creative community.

SOLUTION 

Lenovo tackled the challenge with an interactive experience showcasing its Aura Edition AI laptop. Through media, creative, and PR integration, the campaign introduced a groundbreaking ‘Aura’ activation using biometric data and Lenovo technology. 26 influencers and celebrities had their unique auras projected onto London landmarks like County Hall and the London Eye, amplifying reach as they shared their experiences across social channels.

RESULTS

The strong case study results demonstrated significant impact and reach. On the night of the event, an estimated 900,000 impressions were recorded, with an average dwell time of seven minutes, based on UK Route planning data. Additionally, the campaign achieved a remarkable reach of 13 million through national UK press coverage. Furthermore, influencers and celebrities contributed to an impressive, combined reach of 46.5 million.

About Assembly: Assembly is a leading global omnichannel media agency that merges data, talent, and technology to build more connected omni-experiences that make brands perform.