• by Fern Siegel , Yesterday

The annual Consumer Electronics Show (CES) is a major tech event in Las Vegas. This year, Lenovo has an all-encompassing campaign to grab attention for attendees from Jan. 3 to Jan. 10.

Levono says it takes a hybrid agency model approach.

DIRECTV is a partner in delivering CES Digital OOH efforts. Strategy was collaborative between Lenovo's Global Media COE and Assembly. VML and Design Bridge & Partners were also involved with various creative aspects. Talon handled media buying.

The global tech company’s out-of-home takeover includes airports, billboards, the Forum Shops at Caesars Palace, as well as the city's Sphere — where Lenovo goes live at 5:00 p.m. on January 6 with a specially designed Lenova Tech World experience. The company will also host a keynote at the Sphere that day, combining its product launches and AI plans with a large-scale visual show on the venue's wraparound screen.

“By engaging CES attendees with Legion Gaming and Lenovo Aura Edition PCs across airline screens, airports and some of the largest DOOH canvases on the Strip, we’ve created a continuous brand experience that ensures Lenovo’s presence will be felt well beyond our Tech World moment at Sphere,” Kate Clough, global media director at Lenovo, told Agency Daily. We took a deliberate, journey-based approach to paid media.” 

Lenovo spots target tech-industry pros, early adopters and creators. They run in live TV on all flights with DIRECTV on board, through DIRECTV Remote, the network that reaches live TV audiences in the air, hotels and small businesses. 

Brian Cordes, head of client partnerships, DIRECTV advertising, told AD that Levono “recognized that it’s about the journey, not just the destination. Live in-flight TV is an extremely creative and effective way to reach decision-makers as the first and last touchpoint of a tentpole event like CES."

“DOOH and CTV are truly beginning to merge as brands now have more targeted access to premium video in traditional OOH environments like airplanes, bars, restaurants, and hotels. The programmatic enablement of that inventory will make it easier than ever to reach people beyond the living room,” he added.