The science of negligence

The direction from Lenovo was clear: continue our winning streak on the “Users Happen” campaign, while promoting their sexy new X1 device family. The biggest challenge we felt was that it would take more than clumsy office computer users this time to connect with our marketing-averse IT audience and their notoriously short attention spans.

Raising the stakes 

Fortunately, our time in the IT forums uncovered a wealth of strange-but-true IT war stories. And we knew that Lenovo X1 devices are MIL-SPEC tested for temperature, liquids, dust, impact, etc. – mostly in antiseptic, boring settings. So we took that idea a step further and envisioned a top-secret facility where dedicated technicians recreate the absurd and ridiculous scenarios that actual IT people have reported.

Lights. Camera. Explosion.

The cavernous 32-Ten Studio Soundstage became our bustling laboratory with the help of FX master Geoff Heron, who has worked on our favorite movies about dinosaur parks, wars in space, and Caribbean pirates. The glorious mayhem that resulted was edited into a :60 web spot and four pre-rolls. We also created an accompanying illustrated PDF infographic detailing all of the tongue-in-cheek activities in the X1 Labs.

X1 Tests
Baseball test

A chain reaction

The X1 Labs campaign acheived several pseudo-scientific breakthroughs. Engagement soared by 200% over previous benchmarks, with a pronounced jump in video completion rates. We surpassed our net new lead target by 50% and nearly tripled our goal for reactivated leads. The all-important marketing qualified leads grew by 250%, and overall lead quality improved by 200% (based on secret client formulas that we don’t dare question). The work also made the rounds in the 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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