Lenovo to push new gaming machines with digital and on-ground activations

Lenovo has launched five new gaming machines as part of its Legion lineup. This includes the Y530 laptop as well as the C530 and C730 Cube.

In a statement to Marketing, Eddie Ang, country general manager, Lenovo Singapore said it targets passionate gamers. The new additions to the Lenovo Legion lineup will focus on avid gamers who do not believe in labeling themselves as casual or hardcore, but have been passionately gaming for years. Lenovo also aims to appeal to gamers who look for style and substance.

The company will promote the products through digital advertisements and on-ground activations such as roadshows, to increase brand awareness and interest regarding the new product. It will also engage with influencers to conduct product reviews.

"Lenovo is committed to building the bridge to unite all gamers under a common flag, and to create unbeatable, immersive gaming experiences," Ang said. To achieve this, it will work to connect like-minded gamers by investing in gaming tournaments, e-sports, gaming conventions and strategic partnerships. These include the Rise of Legion online tournaments and the Legion of Champions annual tournaments.

Lenovo appointed Bhaskar Choudhuri as its new APAC CMO to head the marketing team in Asia Pacific in June this year. He succeeded Nick Reynolds who took on the role of global head of marketing for digital, web and social media. It also split its Singapore and Malaysia operations for its PC and smart devices unit, which saw Ang taking over as country manager of Singapore from Khoo Hung Chuan, who continues to lead the Malaysia market.

The company is currently on the hunt for a PR agency for Singapore, China and India, to redeem its position in the industry along with its organisational change in leadership. Text100 is the incumbent on the account.

In July this year, it appointed Publicis Media to handle its global media strategy, planning and buying through a dedicated client unit called Lenovo One Media. The client unit is directed by Performics and Spark Foundry. Meanwhile, it also appointed Arcade as its lead creative agency to work on its consumer marketing business across APAC.

This includes markets such as Singapore, Malaysia, Indonesia, Thailand, Vietnam, Philippines, Hong Kong, Japan, ANZ, India, Taiwan and Korea, and will see Arcade handling all regional work out of their Singapore office.

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