Night Owls
Turning ad spaces into art spaces
Creativity doesn’t clock out at 5 o’clock. Lenovo Yoga’s digitally native young creative audience thrives after dark and sees the city around them as their creative canvas.
As part of our always-on creator program “Made with Lenovo Yoga”, we worked with Intel and a number of young creators to explore the intersection of technology, social media and creativity. This resulted in an engaging New York City takeover, showcasing a fresh approach to digital out-of-home advertising.
Taking over Manhattan
Taking over digital-out-of-home (DOOH) screens all over Manhattan, we transformed ad spaces into after-dark digital street art. The art pieces were posted on social channels like TikTok, Instagram and Youtube. But it didn't stop there.
The final artworks were displayed on the same nighttime DOOH screens where they were created, captivating Gen Z passersby during their peak activity hours.
Artists showed how they made it
Each artist's creative process was shared as social-first content, including behind-the-scenes videos showcasing the capabilities of the Lenovo Yoga Slim 7i Aura Edition.
Results
This earned-first, mixed-reality campaign generated millions of organic views across platforms, with artists’ creations sparking engagement among a Gen Z audience. It led to tens of thousands of likes, shares, and comments on social media, including placements on popular IG channels like ‘WhatisNY’.
Night Owls is part of the exceptionally successful always-on campaign ‘Made with Lenovo Yoga’. Some key business outcomes in 2024 include:
