Lenovo and Leo’s undercover agents sneak up on gamers, urging them to upgrade gaming laptop

New Delhi: Lenovo India, in collaboration with Intel and Leo, has launched its latest campaign – Gamers on Duty, which targets gamers while they are playing to make a strong case for upgrading to the Lenovo Legion – Lenovo’s line of gaming laptops.

In the world of shooter games, one of the most hated ways to play is “camping” - meaning, to hide in a corner and shoot, instead of playing out in the open, thus also spoiling the fun for all. 

Lenovo Legion, a brand built for gamers, decided to call out the campers and claimed to help improve the gameplay for all.

According to the brand, speaking to gamers, it realised that gamers in India are forced to turn into campers as many of them play on outdated laptops.

With games getting heavier and more detailed each year, most Indian gamers are plagued by inadequate, overheating systems that make the gameplay laggy, and as a result, they turn to camping because it becomes an easier way to play.

Lenovo and Intel thus deployed 12 Indian gaming influencers as undercover agents known as “Gamers On Duty” into one of the shooter games.

As agents of Lenovo, their mission was to catch campers and offer them discounts to upgrade to a Lenovo Legion laptop. 

The campaign leveraged a gameplay feature in the shooter game that allows a player to sneak up on a camper, hold them as a body shield, and have a 15-second conversation in-game.

These agents used the moment to strike up a conversation when campers are caught and vulnerable, to offer them an upgrade and discount on the Lenovo Legion series.

"At Lenovo, we believe gamers deserve to experience every moment of their gameplay at its absolute best. With this campaign, we wanted to connect with them not just through screens, but in the heat of action -- at the very moment when outdated devices hold them back. Lenovo Legion is engineered to deliver uncompromised performance, so gamers can play fearlessly and experience their full potential. By meeting players exactly where they feel the need for better performance, we’re not just showcasing our technology - we’re empowering them to level up, quite literally," said Chandrika Jain, CMO, Lenovo India.

Rajdeepak Das, CCO, Publicis Groupe, South Asia and Chairman Leo, South Asia, added, “This is a great example of how data and tech come together to create a hyper-personalised campaign targeting campers who have been at the receiving end of hate from the entire gaming community. Our idea was to reach out to gamers while they were hiding because of slow laptops and put the brand’s message and offers in the right place, at the right time, and to the right audience.”

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