Business Goes Pro
A global B2B campaign to launch Lenovo’s new professional services
Lenovo Pro is a service that provides more than just hardware. The category was full of loud voices with stale messaging, and Lenovo needed to connect with their audience like people, not just businesses, to break through.
The Situation
To a business owner or leader, it feels like they’re responsible for everything. They’re emotionally connected to every part of their business, but that doesn’t mean they’re good at every part of their business. This often leads to many business owners slogging through tasks that don’t match their skills and slowing their momentum.
The Insight
With how much small business owners and leaders think about their business, there’s nothing as satisfying as that feeling when your business, your team, your department is hitting a new level. It’s like winning at the highest level, and Lenovo Pro has the tools to help them take their business to the big leagues.
The Unlock
In a crowded market of functional, forgettable messaging, we tapped into the emotion of business with “Business Goes pro, a concept that put small and medium-sized businesses on the pro stage, because that’s how the service and hardware delivered with Lenovo Pro makes them feel.
The Idea
We launched a global campaign across connected TV, social, and digital targeted at businesses from small to medium that grabbed our audience’s attention by taking small business owners like them to the pro sports stage, capturing the drama of performing at the highest level, and showing them using Lenovo Pro at work to achieve the same level of performance.
The Execution
By tapping into big league success and framing Lenovo Pro as the force that powers the win, we didn't just showcase Lenovo Pro services, we broke through with feeling. The campaign exceeded every brand metric for Lenovo and helped drive both awareness and product knowledge for their B2B audiences across the globe.
The Results
The IT department
By reframing routine tasks in a high-stakes, professional race, we reinforced that businesses can go pro with confidence and support from Lenovo. Throughout the campaign, we connect the announcers’ dialogue and the performance in the sporting moments, to the business world, bringing a highlight-reel style treatment to the product moment to bring in energy and entertainment, not just RTBs.
The Administrator
Each spot uses the dialogue to drive the story and deliver the messaging. Using the announcers gave us the flexibility, opportunities for humor, and a format that could easily be translated across languages for every global region. The drama of professional tennis is recognizable everywhere and gave us the stage to talk about streamlined productivity, confidence, and support.
The Beekeeper
For the storytelling to resonate, the settings needed to feel big and dramatic, like you were thrown into the broadcast in a high stakes moment of a major sporting event. Then, we needed an unlikely hero, someone completely out of place, but determined to succeed. This comes together perfectly in “The Beekeeper”. It brings the drama of professional soccer to the everyday operations of a small honey business owner.
