Category: Corporate Image & Information
Advertiser: DELL
Product/Service: DELL
Agency: Y&R NEW YORK
Media Agency: MEDIACOM, New York, USA
Global Media Director: Adam Potashnick (Mediacom)
Global Media Supervisor: Ritcher Alceus (Mediacom)
Global Media Planner: Lindsay Silverstein (Mediacom)
Media placement: TV - 5 Spots (Mix Of :15, :30 And :60) - AMC, BBC America, Bloomberg TV, CNBC, Discovery, ESPN, ESPNews, ESPN 2, FOX News, FOX Business News - 27 June 2011
Media placement: TV - 5 Spots (Mix Of :15, :30 And :60) - Golf Channel, MSNBC, National Geographic, The Science Channel, SyFy, The Weather Channel, TNT - 27 June 2011
Media placement: TV - 5 Spots (Mix Of :15, :30 And :60) - Travel Channel, USA, ABC, CBS, NBC - 27 June 2011
Media placement: Online - 7 Creative Messages - ArsTechnica, BBC, Bloomberg, CBSi, CNN, Forbes, FOX News, Golf, Huffington Post, Hulu, Xaxis - 27 June 2011
Media placement: Online - 7 Creative Messages - Videology, IDG, LinkedIn, MSNBC, NYTimes, PGATour, Reuters, Tech Target, Daily Beast, The Week - 27 June 2011
Media placement: Online - 7 Creative Message - US News, Wall Street Journal, Washington Post, Wired, Yahoo! Golf - 27 June 2011
Media placement: OOH - Airports, Street Level/Commuter, Bulletins/Walls, National Elevator Screens - Heavy Focus On NY, San Francisco, LA, Chicago, Seattle, Dallas, Austin - 20 June 2011
Media placement: Mobile – 7 Creative Messages - Google, InMobi, Microsoft, Millenial Media, Verve, Yahoo, Brightroll, Rhythm New Media, YouMe - 27 September 2011
Media placement: Mobile – 7 Creative Messages - Bloomberg, CNBC, WashPost/Slate - 27 September 2011
Insights, Strategy & the Idea
As part of its business transformation into a customer-centric, IT services and solutions-focused organisation, Dell decided to launch its first major corporate campaign in 27 years.
We based our campaign on Dell’s belief that technology exists for one reason - to help people and organisations achieve and do more. The result was “The power to do more” brand platform.
To show consumers that Dell could help them do more, we needed our media choices to do the same. Meanwhile, research revealed that consumers didn’t see Dell as a premium brand, so we needed to partner with trusted media voices to gain credibility.
Our idea: Use media to help Dell customers to do more. Give our target true value by leveraging innovative, editorially-driven content partnerships.
And because our key targets - such as business decision-makers and corporate IT purchasers - were niche, we focused on efficient media placements with minimal wastage.
Creative Execution
We sponsored a research study with The Week Magazine that predicted who in corporate America was poised to become tomorrow’s leaders. The research became the basis for a website, print campaign and leadership event - all sponsored by Dell.
We also partnered with US News to develop new, editorially-independent projects that identified technologically advanced institutions and investigated how they’ve become cutting edge. The result? Two branded rankings - Most Connected Hospitals and Most Connected Classrooms.
We helped corporate IT purchasers connect with each other by creating the Dell Social Reader app, which integrated real-time peer-to-peer sharing directly within Dell-branded online environments.
We also hit the streets, asking consumers the question, “What would you do if you had the power to do more?”
This was just the tip of the iceberg. We coupled these efforts with a strategic media plan, including targeted online, print, television, search, social, mobile and out-of-home placements.
Results and Effectiveness
“The power to do more” ran in the US and Germany, with blockbuster results across both markets.
In Germany, we outperformed all benchmarks in terms of revenue and margin growth for 2011. In the US, Dell is increasingly perceived as innovative, as staying ahead of its competitors and as a company with positive momentum.
•Brand awareness improved 30%
•Credibility score jumped 36 points
•Over 70% of respondents viewed campaign as informative and will likely seek further information
Results have been so strong that Dell plans to roll out “The power to do more” in additional markets, including China and Brazil.