Goals and objectives
Lenovo wanted to penetrate the gaming market in Denmark with its line of gaming laptops, the Lenovo Legion series.
While Lenovo is no stranger to the tech community, the brand Lenovo was not associated with gaming, and thus reached out to Gonzo Media with a task: entering the brand Lenovo in the minds of young Danish gamers. Similarly, the objective was to make an engaging campaign. Lenovo is only concerned with engagement – not reach – in terms of KPIs, and therefore it was a requirement that the campaign activities struck a cord in the gaming community.
Finally, it was a campaign objective to introduce the newest gaming laptop from Lenovo Legion to the target audience.
For Gonzo Media, it was therefore paramount that the campaign activities were equally focused on brand activation and brand awareness.
Thus, Gonzo Media and Lenovo developed a concept, which operated within the known parameters of popular trends among the YouTube gaming influencers – a prank – but with a meaningful arche which establishes Lenovo as a relevant actor in the gaming community.