While Lenovo Yoga is a creator-first laptop series, our competitor had a lion’s share of the market. Despite Apple MacBook's market share growing 2x year-on-year in India, our laptop share remained stagnant. :/ :/
In 2023, we decided to shake things up. We aimed to remind creative individuals, especially Gen Z, that an Intel-powered Lenovo Yoga is not just a laptop—it's a creator's best friend.
LET'S UNLEASH THEIR CREATIVE GENIUS!
INSIGHT : THE CREATIVE PROCESS IS GOLD
Our audience was no longer satisfied with just good art. They appreciated the creative thinking and the craft that went into making something truly artistic. Authenticity emerged when the creative process behind the camera took center stage—the true masterpiece.
Using this insight, we decided to bring together artists from various mediums for a two-part reality series - BRAVE NEW ART, that takes you deep into the heart of creative processes.
Our strategy was to demonstrate how good our machines are, by challenging our artists to push both their creative limits and those of our Lenovo Yoga laptops.
MICRO INFLUENCER STRATEGY
Four artists from different art mediums, came together to create a never-imagined-before fusion. A martial artist joined hands with a VR wizard, while an AI expert jammed with a 3D artist.
Our reality series - Brave New Art, captured their creative process for the world to see.
REALITY SERIES THAT BECAME A ONE-OF-A-KIND PRODUCT VIDEO
The struggle of our artists while exploring the challenging theme of each episode, is what engaged our audiences. How would an ancient art form stand the test of modernisation? What goes into crafting a piece that not only embodies their vision of the future but also inspires?
This was also where the true test of our machines took place. Rendering for the future in minutes is no easy feat. Thus, we never had to force product integration into the storyline.
STREAMING INSPIRATION
The biggest praise came when we were offered a spot on India's leading streaming platform, Disney+ Hotstar.
4 Episodes. 2 Seasons. All in One Year!
ON-GROUND ACTIVATION
Inspired by the Future Museum in Episode 2, we also allowed audiences to try their hand at AI-generated art. This Future Citizenship Programme enabled people to create their AI-imagined future selves.
BUSINESS RESULTS
88% YoY INCREASE IN SALES for Lenovo Yoga in Q3 - Lenovo Activation Data (Feb 2024)
The interest for 'Lenovo Yoga' spiked from 29 to 100, achieving peak popularity, the highest in the category, on the Launch day - Google Trends report
6% YoY increase in Lenovo Yoga awareness - Kantar Brand Health Tracker
4% YoY increase in Lenovo Yoga consideration - Kantar Brand Health Tracker
A jump of 244% for 'Lenovo Yoga' on the campaign launch date - Google Trends report
Lenovo Brand Query Share increased from 18.41% to 19.07% on launch date (Google SoS%)
PERFORMANCE ON OTT
An IMDB Rating of 9.4!
Among the Top 10 viewed English language shows on Disney+ Hotstar India (Jan, 2024)
Significant uplifts of +6%, +3%, +4% & +3% on Brand Awareness, Ad Awareness, Brand Favourability & Brand Attribute.
AND THE OSCAR GOES TO....
40 MILLION VIDEO VIEWS across platforms!
In some parallel universe we also won an Oscar!
