To create awareness on the Legion 5 launch
Understanding that users can do more on a Legion device than just game, we approached this campaign by targeting the “Everyday Warrior”. These folks are deemed to be a rare breed of laptop users who prefer their devices to be an essential “jack of all trades” — those that can stream, game and are filled with productivity functions. Moving away from gaming-centric messaging, we used lifestyle photography alongside a light-hearted and relatable tone to engage them.
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