Characterful marketing
Creative channel campaign
Making the strategic difference
To deliver a connected strategy, closely aligned with sales, Westcoast partnered with Revere to lead the strategic plans for all their vendor campaigns. This made sure all partner marketing development funds (MDF) were maximised. Aggressive objectives for growth were set by the vendors, with focus starting on Lenovo.
To achieve meaningful results in the timeframe, we leveraged sales and engagement data to identify our core campaign audience. Two reseller groups were selected based on those already actively engaged in purchasing Lenovo via Westcoast, and where opportunities for growth might be.
The competitive IT channel often sees MDF used for quick-wins that can result in siloed, impersonal campaigns, but we wanted to break this mould. With attention spans shortening, a strong brand personality can be pivotal in creating a memorable audience experience. Lenovo Len, our cheeky yet cheerful character, was born to make an impact in a stagnant, saturated channel ecosystem.
A consistent campaign
Lenovo Len was about delivering a single, recognisable campaign character for all Lenovo & Westcoast activity. A true joint value-proposition.
With our hero Len character leading the creative, various versions were also developed, including in 3D, to reflect different elements of the campaign. Each version represented a specific offering and message, making communications instantly recognisable over time.
Our aim was to provide a long-term, connected strategy for Lenovo. Len achieved this and became the consistent, central theme running across all Lenovo activity as it developed quarter-on-quarter.
Personifying Lenovo’s core messages to encourage device sales, Len’s immediate success is still going strong – and he’s a well-known character internally at Westcoast and for its reseller customers.
Tier 1 resellers focus SKU revenue up
(QonQ)
gross profit achieved, exceeding target by £5 million.
of Lenovo revenue came from accounts that engaged with email comms.
Revere are a true extension of our team and support us right from the initial vendor engagement through to activation and insight. It was great to see such a strong strategic plan put together for Lenovo, which delivered on its promises with a cut-through and creatively impactful campaign to our partners, which saw brilliant commercial impact. Everyone was excited about this and Len is still going strong.
Jess Tyley, Marketing Director