Lenovo Yoga 2 Pro laptop: Improving out-of-home advertising effectiveness with mobile data

This case study explains how Lenovo, the computer technology manufacturer, used behavioural data from mobile phones to determine the best location for out-of-home ads to promote a new tablet product in the UK.

Lenovo Yoga 2 Pro laptop: Improving out-of-home advertising effectiveness with mobile data

Kate Cochrane, Emma Jeffers, Sian Lawrenson and Ryan Heddich

Campaign details

Lead agency: Total Media and PosterscopeBrand: Lenovo Yoga 2 Pro laptopCountry: UKIndustry PCs, computing, high-techChannels used: Outdoor, out-of-homeMedia budget: $500k - $1 million

Executive summary

Market background and objectives

The UK tablet market has enjoyed rapid growth since 2011. From just 5.3m people using the product at the end of 2011 to 24.4m people believed to be using the product today, according to numbers from eMarketer,...

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