Nice deals. Nice campaign.
Once every quarter, Lenovo Benelux launches its Business deal offers with very specific communications about its product range for business end users. Lenovo features two devices each time, mostly a laptop and a desktop. The details of the campaign were entirely up to All Colors of Communication.
The campaign we proposed had a twofold purpose. First, raising Lenovo’s brand awareness and second, generating traffic, of course, to the webshops of the participating Lenovo dealers.
To this end, we struck deals with various media partners in Belgium and the Netherlands. It was a mix of both business media and specialized tech and mainstream media outlets. At first sight, an odd choice, but IT managers also read the newspaper.
Part two was working out the details of the campaign. We developed its landing page internally from scratch. On this page, visitors can find not only the promotions and technical information about the devices, but also links to the webshops of the participating partners. These include both B2B and B2C.
The back end of the website has a handy analytics dashboard where we can monitor all the movements on the page, including the number of visitors who come to the landing page via media campaigns and how many click on a link of one of the partners. These figures enable Lenovo to see whether the campaign has been successful. Something that Lenovo also notices, of course, if the selected devices fly out the door.
We also provided the participating partners with the necessary communication tools. They received an email message and all the visuals of the campaign so that they could amplify the campaign through their channels (newsletters, mailings, webshop).
the success of a story depends on what you do with it
Reaching KPI's - that's what it's all about. We are one of the few agencies in the Benelux to combine the strengths of PR, (digital) marketing, content and design in-house. This gives us the opportunity to translate the most complex questions into successful result-driven campaigns.