A premium result for a premium service
To sell the benefits of the new Premium Care customer support service, Lenovo came to The Walk for a slick and compelling brand video.
The resulting package of fun and upbeat 2-minute, 30-second and 15-second brand hero videos illustrates the quality of the experience as consumers enjoy the benefits of caring, professional service, which helps them get the best from their devices.
Lenovo were launching their new Premium Care customer support package globally and the question was: how to cut through and connect with a broad consumer base and educate them on the benefits of their premium customer care offering? The usual flyers and product brochures were already underway, but what would really light up the offering and get consumers signing up for this great new service?
A product video would be the ideal piece to complement the more traditional sales material already being developed and, given the product would be launched at a large European consumer technology conference, it needed to be a great piece that was executed efficiently to meet the looming deadline. The other trick would be to sell consumers a service that they would hopefully never have to use. Complex, important and immediate. So, Lenovo came to the Walk.
Our concept highlighted the “always-on” benefits of Lenovo Premium Care, rather than just the high level of care offered when a user does have an issue. From this concept, we crafted a great script that mixed a stream of positive messaging with well-timed humour and brought it to life with compelling storyboards. After a two-day shoot at three locations, we had the content in the can and were ready to weave in a small amount of client footage to tell the story. The final touch was to cut 3 short videos and produce them with subtitles in 6 languages, then Lenovo Premium Care was ready to launch to the world!
Besides running a whole marketing campaign around it, the full-version video is also being featured on Lenovo Premium Care’s landing page.