Technology at Full Throttle
To bring Lenovo’s role as a strategic technology partner to life, we fused PR, media relations and immersive storytelling to take a select group of Belgian and Dutch journalists behind the scenes with the Ducati Lenovo Team at MotoGP test days in Assen. By giving them rare access to the paddock, garage and the technology powering race performance, we turned sponsorship visibility into credible, first-hand stories of innovation under pressure.
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The Potential:
Lenovo needed to demonstrate that its partnership with the Ducati Lenovo Team goes far beyond branding. In a sport where speed is visible but the technology behind it is not, the challenge was to show how Lenovo helps transform real-time data into performance, while generating meaningful media coverage across Belgium and the Netherlands.
The goal was not simply to secure exposure. It was to position Lenovo as an essential technology partner at the heart of one of motorsport’s most high-performance environments.
The Insight:
Technology is more powerful when people can see its impact for themselves. For journalists working at the intersection of technology and motorsport, a press release could explain Lenovo’s role, but first-hand access could make it real.
By taking media inside the Ducati Lenovo Team, we could move the story beyond sponsorship and give journalists the evidence, experience and access needed to tell a more compelling story.
The Idea:
We created an exclusive press trip around the MotoGP test days in Assen, inviting three carefully selected journalists, two from Belgium and one from the Netherlands, for rare behind-the-scenes access to the Ducati Lenovo Team.
Through targeted, one-to-one outreach, we brought together journalists with a genuine interest in both technology and motorsport. Across the paddock and garage, they experienced how Lenovo’s real-time data analysis, high-performance computing and intelligent software support the team’s decision-making and performance.
The experience was designed to create stories rather than stage them. By placing journalists at the centre of the action, we gave them the opportunity to report on the pace, precision and pressure of MotoGP and Lenovo’s role within it.
The Impact:
The press trip secured four high-quality features across leading technology and motorsport titles: Techzine, Autosportwereld, TechPulse and Clickx Magazine.
The coverage gave readers exclusive insight into the Ducati Lenovo Team’s operation while clearly establishing Lenovo as more than a sponsor. It positioned the brand as a strategic technology partner helping drive speed, innovation and transformation, on and off the track.
