Lenovo has launched its Q3 marketing campaign, which sees commuters offered the chance to feature in a real-time ad on the Motion@Waterloo digital screen on 30 October.
The ‘YOGA My Way’, campaign, created by Total Media in conjunction with Mobile5, The House Worldwide and Liveposter, invites commuters travelling through Waterloo station to upload their selfies to a bespoke microsite to be in with a chance of being featured in the ad.
Mobile5 will bring the selfies to life by using face masking software to transpose the commuters faces onto moving yoga animations.
Mike Etherington, UK and Ireland marketing director and EMEA digital marketing director at Lenovo said: “Our engineers have worked hard to create new products with new features which are unlike anything currently on the market. We’ve also engaged Ashton Kutcher who, as well as having input into product design, is supporting our worldwide advertising campaign. In the UK we really wanted to elevate the brand and wanted to do something big to help us engage with a larger audience.”
The experiential event will be amplified by a London-focused OOH campaign across the London Underground (Exterion) and London rail stations (JC Decaux), as well as through social and radio activity.
Sian Lawrenson, Lenovo’s UK account director at Total Media, added: “Working with our partners at Mobile 5, The House WW and Live Poster, we have produced a media-led experiential campaign at the fore-front of OOH technology which enables us to directly interact, and engage, with Lenovo’s target audience.”
Other supporting Q3 media activity will revolve around broadcast media, including cinema, a multi-channel TV spot and VOD campaign being shown across ITV, Channel 4, Channel 5 and Sky. The Q3 campaign will run from October until 30 December.