Skip to content

Advent calendars: not just for kids

Services: Wonderfully Creative Campaigns


  • Lenovo VMware Lockup_Red and Black


Festive fun to turn the dial on channel Partner awareness and engagement for Lenovo and VMware solutions.


5% discount requests


Daily engagement average



The Challenge

Lenovo and VMware have a long and incredibly successful partnership helping customers solve their highly complex challenges around visualisation and digital transformation.

But, with ambitious pipeline goals for 2024, they needed a festive, feel-good way to raise more awareness of their partnership and encourage further channel Partner participation.

Lucky for us, we already had the perfect solution – a digital advent calendar that’s become a firm favourite with many of our clients.

calendar with shadow 2

The Solution

The objectives of this campaign were to:

  • Raise awareness of the Lenovo and VMware partnership and solutions
  • Increase engagement within Lenovo and VMware’s channel Partner audience to encourage and increase partnership activity
  • Generate leads for follow up and nurture

Being the festive period, it made sense to develop an interactive, digital advent calendar – something proven to encourage higher engagement from previous client campaigns.

A pre-launch campaign in November persuaded customers to sign up for the digital advent calendar ahead of the 1st December go-live date. Then, those who registered, were sent a daily reminder to visit the calendar in the 16 working days running up to Christmas. In addition, gift-filled advent calendars were shipped across Europe to 100 VIP target Partners.

The mechanism of the advent calendar was perfect as channel Partners were able to open the door on further information about the Lenovo/VMware partnership.

And what kept them coming back day after day? Every user that opened five or more doors earned themselves a luxury Lenovo and VMware branded rucksack.


The Results

And the results speak for themselves!

The digital advent calendar far exceeded expectations with 7,600 visitors to the landing page (280% more than the original target) and 646 leads (233% more).

Around 700 Partners were enabled on Lenovo and VMware solutions as a result, which will support their expected pipeline growth in the next 6-12 months.

Plus, email performed particularly well, exceeding Lenovo averages across the board.

Feedback from the Partners was very positive with comments such as:

“Thank you very much for the opportunity to learn more about Lenovo and VMware solutions through the advent calendar campaign. I really enjoyed it.”​


“It was great. I learnt a lot regarding VMware synergies with Lenovo.”

Lenovo were so impressed they’ve used this campaign to inform how they engage with their channel Partner network going forward and on a larger scale. And they’ve also enlisted Sharper B2B to deliver another creative and memorable campaign in 2024.

Digital advent
Here's what Natalia Marusic, VMware Alliance Marketing Manager EMEA, Lenovo had to say...

"Working with B2B Sharper was not just a partnership, it was an extraordinary journey of creativity and professionalism. Their innovative approach to our channel awareness campaign, presented as an advent calendar, exceeded all expectations. The team's unmatched expertise and unwavering commitment were evident at every step, proving that with B2B Sharper, innovation and professionalism go hand in hand, taking campaigns to unprecedented success."

So, fancy making your B2B marketing Sharper? We’re ready when you are.

Let's talk