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To launch its new Aura product range, Lenovo partnered with TBA to deliver an unforgettable brand experience in the heart of London. A powerful projection mapping spectacle lit up County Hall and the London Eye, transforming real-time biometric data into mesmerising visual auras.

The evening continued with a star-studded riverboat party on the Thames, attended by celebrities, influencers, and media. The launch generated 44 million social media impressions and 13.1 million media mentions, reinforcing Lenovo’s position as a leader in AI-powered technology and innovative experiences.

Challenge:
Lenovo’s goal was to introduce its groundbreaking Aura product range in a way that demonstrated its AI leadership while captivating a high-profile audience. The campaign needed to drive maximum engagement, brand awareness, and media visibility through an unforgettable product launch event.

Solution:
In partnership with Grand Visual, TBA delivered a bold evening activation that merged creativity, technology, and entertainment. Projection mapping transformed London’s County Hall and the London Eye into immersive data-powered displays, visualising biometric information as vibrant "auras".

The spectacle was followed by an exclusive VIP riverboat party featuring performances from Mabel and Tayce, with DJ Rylan Clark setting the tone. The event seamlessly blended Lenovo’s AI innovation with lifestyle appeal, backed by strategic influencer engagement and media outreach in collaboration with Carver PR.

With integrated tech storytelling, sharp execution, and content moments at every turn, the event not only celebrated Lenovo Aura, but also positioned Lenovo as a frontrunner in AI-driven consumer experiences.

Results:
44m social media impressions
13.1m national media mentions
11 content creators
4 celebrity attendees
3 media attendees