Illuminated Ink Projected by Lenovo

Challenge

To demonstrate the capabilities of the YOGA Tablet 3 Pro’s projector, we created London’s first pop-up ‘Projector Tattoo Studio’ giving people will  the chance to ‘try-on’ a series of tattoos based on the best and most daring tattoo trends.

The Lenovo Illuminated Ink tattoo parlour opened for business on 22nd and 23rd of April 2016 where visitors were invited to an immersive and authentic world of tattoo art, complete with real tattoo chairs and a fun photography booth; driving reach, fame and engagement for the brand.

This campaign formed part of an integrated campaign for Lenovo “Illuminated Ink projected by Lenovo”. The activity stemmed from brief of bringing to life Lenovo’s ‘#Goodweird’ brand platform and highlighting the YOGA Tablet 3 Pro’s projector.

The activity married media relations, paid for and organic social media, media partnerships and experiential to deliver a multi-channel, holistic campaign for the brand.

Supporting PR activity included an April Fools stunt with TV’s Rachel Riley executed via both a media alert and social posts from the celebrity; Rachel received her own projected tattoo from Lenovo, with the tweets and media alert suggesting it was real. Coverage secured included OK! Online, New! Online, Evening Standard Online, Metro Online and Digital Spy.

A pre-event research story focused on tattoos – the best, the worst and the professions most likely to be tattooed – also enabled us to raise awareness, teamed with outreach to event listings media. The media activity was supported by media partnerships with the likes of Time Out and Lad Bible, for which 3MZ has created all artwork and content – including MPUs and leaderboards.

Disruption

  • 30 pieces of coverage across national, lifestyle and online media
  • Total reach of 47,410, 960 across online and print
  • Social media reach 2,497,175 #IlluminatedInk impressions, 4,869,871 @Lenovo_UKI impressions and >1.7m video views
  • Pop up attendees: 254 media, influencers and members of the public attended the tattoo parlour