Dell: DELL BERGDORF

Credits & Description:

Category: Best Localisation Campaign

Advertiser: DELL

Product/Service: COMPUTERS

Agency: CREATIVE ARTISTS AGENCY

Date of First Appearance: Oct 23 2009 12:00AM

Entrant Company: CREATIVE ARTISTS AGENCY, Los Angeles, USA

Client: Susan Kittleson (Dell)

Chief Creative Officer: Jae Goodman (Creative Artists Agency)

Brand Agent: Robin Moraetes (Creative Artists Agency)

Brand Agent: Mark Shambura (Creative Artists Agency)

Designer: Douglas Little

: (Dell)

Media placement: Experiential - Displays At Retail - 23 October 2009



Results and Effectiveness

The windows themselves spoke to this new audience in a completely unexpected-yet-relevant way for Dell. The fashion community and high-end consumers love Bergdorf, and adore Douglas and Michael. As a result, they welcomed Dell’s Adamo into their world.

Overall the windows generated over 2 million live impressions, valuable influence with fashion insiders and followers, and generated media frenzy among fashion bloggers and magazine editors alike.

And they generated sales.

Sales results so far are impressive, above goals and, unfortunately, undisclosed.



Creative Execution

Designer Douglas Little, working with Michael Schmidt (production designer for Lady Gaga and Madonna) created seven one-of-a-kind fantastical Adamo laptops. Douglas and Michael then decorated the windows of Bergdorf’s iconic Fifth Avenue flagship store with fantastical displays featuring each of the one-of-a-kind Adamos.

The displays were featured in Bergdorf’s famed windows for the three weeks prior to the holiday season.

Simultaneously, Elle.com launched a programme giving away one customised laptop each week for three weeks. The site also housed behind the scenes video, interviews, and a time lapse of Little building the windows. Not only was Dell accessing the hundreds of thousands of people who walked by the Bergdorf windows every day, but we also were able to access the very iinfluential Elle community via the website.



Insights, Strategy & the Idea

After years of research and development, Dell was poised to launch Adamo – the world’s highest end laptop computer. Then the economy crashed. But Dell had to launch this computer. Recognised for developing affordable computers, we had to introduce Dell into a market it had never played in before. So, not only did Dell have to overcome the economy, it had to overcome its own brand perception.

Dell decided to create a partnership with a retailer whose customers were as recession-proof as possible: Bergdorf-Goodman.

The combined fashion credibility of famed designer Douglas Little and Bergdorf Goodman, gave Dell permission to speak to an entirely new audience with an entirely new product and price point.