Event TV: Lenovo launches interactive takeover at Waterloo

PC brand Lenovo began an interactive campaign at Waterloo station yesterday (20 October) that allows commuters to feature in an experiential real-time advert.

The Yoga My Way activation invites travellers to upload their selfies to a bespoke microsite to be in with a chance of seeing their faces broadcast on the Motion @ Waterloo digital screen on 30 October. Creative agency Mobile5 will use face masking software to project the images onto moving yoga animations.

Mobile5 has worked in partnership with Total Media, The House Worldwide and Live Poster to create the experience, which aims to promote its Yoga franchise in time for the festive season. It will be supported by social media, radio, digital six-sheets and OOH marketing campaigns, as well as proximity mobile messaging that will drive Zone One commuters to Waterloo on the day of the launch.

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. In the UK we really wanted to elevate the brand and wanted to do something big to help us engage with a larger audience."

Sian Lawrenson, Lenovo’s UK account director at Total Media, added: "With Lenovo’s Yoga range, it was only right that our media plan reflected their innovative and flexible technology. Working with our partners at Mobile 5, The House Worldwide and Live Poster, we have produced a media-led experiential campaign at the forefront of OOH technology which enables us to directly interact, and engage, with Lenovo’s target audience."

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