Project was designed by CPB
Lenovo announced an official partnership with Formula 1 in March this year. The agreement involves the use of Lenovo technology throughout the Formula 1 organization.
With the aim of making this story more tangible to the public, Lenovo and the CPB agency devised a sequential OOH, which, with projections in 3D formats, transports to Avenida Berrini, in the capital of So Paulo, the feeling of watching a racing race. Formula 1.
“Formula 1 is the most prestigious motorsport competition in the world, offering exciting and innovative experiences. This partnership is based on our shared passion for innovation, performance and winning spirit. With this immersive marketing action, we want to share this excitement with the customer base. fans of the modality in Brazil.”, says Barbara Toscano, marketing director at Lenovo in Brazil.
“We have a powerful brand asset that is a technology capable of transmitting a sporting event with agility and quality in different cities around the world. But all of this remains behind the scenes, far from the consumer’s knowledge. Therefore, our idea was to bring a race of F1 takes to the streets, showing the public that Lenovo is responsible for broadcasting the Formula 1 they see on TV”, adds Davi Sabry, CPB creative director.
Executed by Eletromidia, the project uses Stretch technology, with synchronization between seven digital screens. The set is made up of computers connected to microcontrollers, where one of these is chosen as the main one and the other devices are replicators.
