Business-to-Business Gold Pyramid Distributor: Over the Top Promotions Type of Client: IT Target Audience: 250 Lenovo Data Centre customers and channel partners in Australia and New Zealand Primary Objective: Intended as a surprise Christmas gift, this campaign was also meant to increase brand recall for Lenovo and create excitement around its new series of servers created in partnership with Nutanix. Total Cost: $35,000 AUD Strategy And Execution: To amplify a sense of Christmas delight for its client’s customers and partners, Over the Top Promotions designed an advent calendar with 24 Lenovo branded merchandise gifts to open over the 24 days before Christmas. Spreading the joy and interest over 24 days served to maximize brand recall through the repetitive introduction to Lenovo branded merchandise. The calendar included products such as stickers of the new Lenovo x Nutanix server, meant to build excitement about its new systems and items such as reusable shopping bags aligning with their CSR efforts. A QR code and hashtag, #LenovoDCGNiceList, were created to build brand awareness. Over the Top Promotions worked closely with Lenovo’s design team to create unique and creative boxes within the calendar and for the design of the box itself, resembling both a present and a server. For perfect timing, the goods were dispatched mid-November for delivery by December 1. Results: The campaign netted two new clients and two potential clients for Lenovo. Customers shared pictures on social media. Lenovo also went on to ask Over the Top Promotions to work with them on a similar program again in 2021. Silver Pyramid Distributor: The Dunstan Group LLC Type of Client: Business development and networking group Target Audience: Members of an exclusive Charlotte, North Carolina networking group that meet monthly but had been limited to Zoom meetings because of COVID-19 Primary Objective: The client group’s members, executives and leaders from 50 top companies in and around Charlotte, exchanged gift boxes meant to “show love” to one another through custom-branded gifts and special opportunities to elevate their brands and boost their respective businesses. Total Cost: $360,000 Strategy And Execution: When Hood Hargett Breakfast Club engaged The Dunstan Group to generate ideas for branded items for its February 2021 meeting, the distributor conceived of a “Local Love” box in conjunction with Valentine’s Day. Each member of the networking club chose which branded items they wanted to add to the boxes. The contributions started small, but grew as members pushed each other’s creativity. Colors and graphics evoked the warmth the gift was created to deliver. The Local Love Box was then hand-delivered to members’ homes and offices just hours before the monthly Zoom luncheon. Each member was instructed to open it during the virtual meeting for a grand surprise. Results: Members invested in products that stood out and were helpful to their fellow members, which pushed others to think creatively. That created a waterfall effect, prompting brands to think about how they can use branded merchandise to elevate their names. Members were so pleased, the campaign resulted in nine new clients for The Dunstan Group. Winning Client Programs | FEATURE | MARCH 2022 | 13
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