Usually, product/service owners use reviews they get as a way to further market the product to more people.
This is most common in products like books and movies. Authors/publishers and movie producers show their content/products to a select audience (usually from the mainstream media) and then use snapshots of the review in their advertisements.
The idea is simple: “She/he from XY says this is good. Since you trust that critic’s word, you may like this too. So buy/watch it!”
But, in almost all cases, the product/service owners do not embellish the reviews. They do handpick specific parts of the review that show the product in the most flattering light, of course, but they do not do anything to the reviewers’ words – they are usually presented as-is.
That’s where a new campaign differs imaginatively and significantly!
Lenovo launched its new Legion 5i gaming laptops in the middle of last year. Since then, the product has garnered good reviews on technology portals and other media.
Considering it is a gaming laptop, the main target audience is gamers, obviously.
So, to attract gamers in countries like Sweden and Finland, Lenovo and its Swedish agency Ehrenstrale came up with an interesting approach.
The conventional approach would say: pick media that gamers most consume (print, video etc.) and showcase the positive reviews for the laptop on those media channels.
Instead, Lenovo uses a pull mechanism – how to get gamers in Sweden and Finland to come to their ads that talk about the positive reviews? How to get them to share it among themselves?
Here’s where Lenovo and the agency pick an associated interest of gamers in Sweden and Finland – the metal genre in music!
Swedish metal band Iron Savages was commissioned by the agency to literally sing lines from the reviews where the product was praised!
Lenovo has picked 2 reviews so far, one from Verge and another from a lifestyle magazine from Australia called Manofmany.
While I’m not familiar with or prefer metal as a genre in music, I was thoroughly amused to hear the singers grunt, “10th Gen Intel Core processors”, “They also improved the trackpad this year by getting rid of the left and right mouse buttons”, “Lenovo Legion Tower 5i is equipped with everything one needs for playing high-end AAA games on max settings straight out of the box” 🙂
Full marks for out of the box thinking in reusing reviews in a highly imaginative way!
Interestingly, the idea of these reviews gave Lenovo another opportunity to be featured in Verge when they noticed these unique review music videos and wrote about that too!
