The science of negligence

To continue our success on the “Users Happen” campaign, Lenovo asked us to promote the new X1 device family. We knew we had to up our game to connect with our marketing-averse IT audience—cue the explosions.

Raising the stakes

Lenovo X1 devices are MIL-SPEC tested for temperature, liquids, dust, and impact. So we took that idea further and envisioned a top-secret facility where dedicated technicians recreate the absurd scenarios that actual IT people have reported.

Lights. Camera. Explosion.

32-Ten Studios became our bustling laboratory with the help of FX master Geoff Heron, who has worked on famous films about dinosaur parks and Caribbean pirates. The glorious mayhem filled pre-rolls, web spots, and infographics detailing all of the activities in the X1 Labs.

X1 Tests
Baseball test

A chain reaction

  • Engagement soared by 200% over previous benchmarks
  • Pronounced jump in video completion rates. 
  • Surpassed our net new lead target by 50%
  • 3x our goal for reactivated leads. 
  • Marketing qualified leads grew by 250%,
  • Overall lead quality improved by 200% 
  • Made the rounds in IT and marketing press – not a metric per se, but it sure didn’t hurt.
X1 infographic mobile
X1 infographic
X1 behind the scenes montage
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