India – Global technology company Lenovo has partnered with dentsu’s B2B marketing agency Merkle B2B and its out-of-home (OOH) specialist agency Posterscope India to launch its latest ‘Lenovo-F1’ campaign for Formula 1 fans in India.
Merging together both agencies’ specialties, the campaign featured 3D anamorphic billboards that were used to play visually stunning displays aimed at capturing the viewers’ attention and leaving a lasting impression.
The ‘Lenovo-F1’ campaign used exclusive and personalised digital screens strategically situated at prominent advertising locations such as Mumbai, Delhi, and Bangalore airports, which are major tech and business hubs.
Lenovo’s goal is to elevate the brand’s perception as a solutions and services provider, targeting IT decision-makers and tech optimists who are also Formula 1 fans. The eye-catching visuals spotlight the brand’s commitment to cutting-edge technology and underline its position as an innovation leader.
Having been chosen as Lenovo’s agency of record, Merkle B2B is overseeing the strategy, planning, and buying with a focus on data convergence, performance evaluation, and paid media.
Commenting on the campaign, Imtiyaz Vilatra, managing director at Posterscope India, said, “We are thrilled to introduce the Lenovo F1 campaign, highlighting the brand’s unwavering dedication to innovation while establishing a fresh standard for imaginative and strategic outdoor advertising. Through this campaign, our goal is to inspire individuals to effortlessly forge, unite, and cooperate in an increasingly digitalized world.”
Anubhav Tyagi, client partner at Merkle B2B India, also commented, “This activation perfectly aligns with our network’s core values of forward-thinking and innovation. What makes this even more special is the innovative technology that has been used to highlight the collaboration of two brands—Lenovo and F1, both of which are at the forefront of technology and innovation!”
