LENOVO
WINDOWS 11
"How can we break through the noise and capture the mindshare of channel partners in a crowded channel landscape?"
— Lenovo North America Channel Marketing
Insight we discovered:
Small business decision makers weren’t interested in OS "upgrades"—they needed proof that the investment would give them a competitive edge.
Creative concept: “That's an 11!”
Showcasing real-world scenarios where Lenovo users outperformed Apple users, we turned the Windows 11 Pro launch into a high-stakes competition, with judges scoring their success. This approach highlighted the tangible benefits of Lenovo devices in a way that was both engaging and directly relevant to business decision-makers.
Results:
The campaign drove engagement across the channel, reinforcing Lenovo’s positioning as the go-to choice for small businesses looking to maximize productivity and efficiency.
