Lenovo boosts brand image and purchase intent for its Yoga notebooks with a tailor-made campaign on M6+

Milan, Paris, London – 4 December 2025

Lenovo has partnered with RTL AdAlliance and M6 Unlimited to roll out a campaign on the streaming service M6+ to promote its Yoga notebooks. The aim was to strengthen the brand image and maximise purchase intent through a premium, personalised Connected TV campaign.

To reach highly engaged consumers and drive Lenovo’s brand awareness, RTL AdAlliance, offered to combine retail data from French electronics retailer Boulanger, provided by Groupe M6’s sales house M6 Unlimited, to identify notebook buyers with an audience of highly affluent individuals aged 18 to 35, based on M6+ first-party data.

The 15-second spot for Lenovo’s premium consumer Yoga notebook series was shown exclusively on M6+ on CTV devices, reaching both target groups. This ensured undivided viewer attention and invoked the high-quality feel of classic TV advertising.

The post-campaign Brand Lift Study delivered notable results, marking clear gains across key brand metrics for Lenovo Yoga. The campaign improved Lenovo’s perception in three main categories: innovation, market leadership and overall value – culminating in a +13-point surge in purchase intent. A powerful signal that the campaign did not just capture attention – it drove real movement down the funnel.

Audiences praised the iconic design of Lenovo Yoga, describing it as versatile, flexible, and made for creativity. The feedback confirmed that the campaign struck the right chord with its target group.

The campaign additionally set new benchmarks for engagement. With an average attention time of 11 seconds – 73% of the total video length – it outperformed expectations across the board: +7 per cent vs. standard BVOD campaigns, +55 per cent vs. non-skippable video, and +87 per cent vs. skippable formats.

Noteworthy, retail data targeting using data from Boulanger achieved the highest attention gains (+14 percentage points), proving the value of real-time retail data signals in premium video environments.

Quotes

Barbara Falanga, EMEA Media COE Lead, Lenovo said:

“Our goal for the Lenovo Yoga notebook series was to reach highly affluent and creative consumers, that value sophisticated design and are interested in a flexible and multifunctional premium product. Specifically reaching these audiences within premium TV-like environments presented a challenge for our media planning. The ability to combine retail data with high-quality digital TV content such as on M6+ was a gamechanger for us and the results of the campaign underline our expectations.”

Nicole Haman, VP Global Digital Sales, RTL AdAlliance, added:

“This campaign was a cross-country collaboration, a perfect mechanism, that produced excellent results in a very short time. Retail data enhanced CTV targeting was a requirement we knew Lenovo was requesting very early on. The Boulanger consumer data provided by M6 Unlimited has been a perfect match. The swift and seamless turnaround between a leading global brand and local media champion underline our commitment for European media brands and ability to translate advertiser needs into tangible targeting strategies, providing effective advertising impact.”

Danielle Lau, Deputy Sales Director TV/ Digital, M6 Unlimited, said:

“We are delighted to have supported Lenovo in this 100% CTV campaign on M6+ in collaboration with RTL AdAlliance, which fully illustrates our ability to offer powerful and innovative data solutions. By combining our first-party data with Boulanger’s retail data data, we were able to activate highly precise targeting while ensuring a premium broadcasting environment, serving the brand’s objectives. The results confirm the relevance of our approach and strengthen our ambition to provide advertisers with an increasingly high-quality, measurable, and effective video ecosystem.”

Developed for Lenovo by RTL AdAlliance teams in Milan and London and M6 Unlimited in France, the campaign was purchased through Assembly London and aired on M6+ in France. The retail data from Boulanger made available as part of the campaign comes from the data collaboration between M6 Unlimited and Valiuz and was combined with M6+ first-party data (15–34 years old, upper socio-professional categories).

About Lenovo

Lenovo is a US$69 billion revenue global technology powerhouse, ranked #196 in the Fortune Global 500, and serving millions of customers every day in 180 markets. Focused on a bold vision to deliver Smarter Technology for All, Lenovo has built on its success as the world’s largest PC company with a full-stack portfolio of AI-enabled, AI-ready, and AI-optimized devices (PCs, workstations, smartphones, tablets), infrastructure (server, storage, edge, high performance computing and software defined infrastructure), software, solutions, and services. Lenovo’s continued investment in world-changing innovation is building a more equitable, trustworthy, and smarter future for everyone, everywhere. Lenovo is listed on the Hong Kong stock exchange under Lenovo Group Limited (HKSE: 992) (ADR: LNVGY). To find out more visit https://www.lenovo.com, and read about the latest news via our StoryHub.

About M6 Unlimited

M6 Unlimited is the advertising sales house of Groupe M6, France’s leading multi-media group. With our 13 TV channels – including M6, France’s favorite channel, as well as W9, Gulli, and 6ter – our streaming platform M6+, and our 3 radio stations including RTL, the number one private radio station, along with RTL2 and Fun Radio, we reach 94% of the French population every month.

At M6 Unlimited, we push the boundaries of advertising to turn emotion into impact with one goal: connecting brands with our audience to help them stand out and establish a lasting presence. To achieve this, we design powerful, tailor-made, and memorable solutions: branded content, special operations, sponsorships, podcasts, influencer campaigns, corporate initiatives, events…

Learn more: m6unlimited.fr

About RTL Ad Alliance

RTL AdAlliance – simplicity for advertisers and value for publishers.

The media sales house RTL AdAlliance, a subsidiary of RTL Group, unites premium content publishers under one roof for international brands to connect with European audiences. Combining the most successful broadcasting, publishing and Adtech companies in Europe, RTL AdAlliance offers brands access to over 100 TV channels, 350 print publications, 40 radio stations and 5,000 premium web properties – with over 150 million daily TV viewers, 37 million Addressable TV households, over 40 million daily listeners and more than 4 billion online video ad impressions a month in one streamlined service – enabling unrivalled reach in Europe and beyond.

250 media sales experts all over the world provide dedicated support for successful international media campaigns. Advertisers gain simplified access to premium, brand-safe media space that reaches only the most engaged audiences. RTL AdAlliance also provides latest insights and innovations for the media world. In addition, RTL AdAlliance empowers publishers to make better use of their premium offering by leveraging smarter, simpler monetisation strategies, Adtech solutions, developed in Europe, and dedicated media sales expertise.

Headquartered in Luxembourg and Hamburg, RTL AdAlliance has offices across Europe and North America.