The objective of this campaign was to grow brand awareness by collaborating with fans of Lenovo and Ducati Corse. We created a contest in which fans were given the opportunity to redesign Lenovo’s logo featured on Ducati’s MotoGP bike throughout the season.
We set out to create a campaign that complemented Lenovo and Ducati Corse’s premium brand reputations that also integrated the fan creativity and engagement we’re both known for. Covid-19 presented a unique challenge in that fans could no longer attend races in person. For that reason, we set out to develop an opportunity that would bring fans, from all over the world, “closer” to the track than ever before...despite these complicated times.
Lenovo's logo is dynamic in that it's essentially a blank canvas. Therefore, we developed a contest that would invite our fans to submit their own unique re-designs, that would ultimately result in one of the biggest MotoGP honors: To have their design physically printed on Ducati Corse’s bike during a MotoGP race.
Our strategy was a mixture of following:
Social media paid amplification across both Lenovo’s and Ducati’s social channels. (Twitter & Instagram)
Amplification and engagement by Ducati’s rider on their social channels (utilizing their substantial followings).
A fully custom-designed microsite for entry purposes. (Including a gallery of all entries.)
Boosted amplification of winning design with mention of the creator’s social channels.
Visible placement during climactic race broadcasts.
By redirecting the spotlight to our incredibly creative and talented fanbases, we were able to bridge the gap that has grown between us, our favorite pastimes, and frankly...each other over the past year.
Over the week that this campaign ran we drove:
28k clicks to our microsite.
212 fully original custom-designed logo submissions.
3.7M video views across all our social channels.
30M impressions from all over the world.
Additional brand, rider & fan amplification during global broadcast of races featuring the winner’s custom logo.