Peak shopping events have become increasingly difficult moments for brands to win. While retail moments like 11.11 and White Friday continue to attract millions of shoppers, they can also create an environment where every brand is competing for the same attention at the same time. In consumer electronics, where purchase decisions often involve extensive research and comparison, visibility alone is no longer enough. The brands that succeed are the ones that remain present throughout the decision-making process, appearing consistently across the channels shoppers use to discover, evaluate, and ultimately purchase products. For Lenovo, this presented an opportunity to rethink how its Legion gaming laptop range showed up during one of the most competitive periods of the year.
Watch Lenovo Legion’s campaign video here.
Rather than concentrating investment into a single channel, Lenovo partnered with Amazon Ads to build an omnichannel presence designed to surround shoppers wherever they engaged with Amazon during the peak season. The strategy centred on an omnichannel title sponsorship, allowing Lenovo to establish a strong presence across high-traffic shopping moments while maintaining continuity throughout the customer journey. Shoppers encountered Legion from the moment they arrived on Amazon.ae through homepage and event page takeovers, while Amazon DSP, sponsored ads, and video placements ensured the brand remained visible as they browsed categories, compared products, and explored purchase options.
The campaign also extended well beyond the Amazon store itself. Gaming audiences were introduced to Legion through Twitch activations, premium online video placements, and influencer collaborations that reinforced Lenovo’s presence across the broader digital ecosystem. At the same time, Lenovo brought the campaign into the physical world through Amazon Now, transforming everyday deliveries into brand experiences. More than 200,000 Legion-branded delivery bags travelled across Dubai and Abu Dhabi, placing the brand directly into households during one of the year’s busiest shopping periods.
Whether a shopper encountered Lenovo while watching a stream, scrolling through content, browsing Amazon, or receiving a delivery at their doorstep, every interaction was designed to lead them back to dedicated Lenovo landing pages and Brand Store destinations where they could explore the Legion portfolio in greater depth.
The campaign generated 48 million impressions across Amazon Ads and external media placements (1), creating broad awareness while driving meaningful engagement with Lenovo’s Brand Store and custom landing page. Additionally, overall searches for the Lenovo brand increased 4X year-over-year, with 25% of those queries specifically related to the Legion gaming laptop line. (2)
Finally, what made the campaign particularly significant was not simply its scale, but its ability to measure how different touchpoints worked together. Using Brand Lift studies and Amazon Marketing Cloud (AMC) analysis, Lenovo was able to understand the cumulative impact of its omnichannel approach rather than evaluating channels in isolation. Click here to discover the full results and deeper insights from Lenovo’s campaign.
