Dell: CHOOSE ART

Credits & Description:

Category: Other Consumer Products (including Durable Goods)

Advertiser: DELL

Product/Service: XPS DESIGN STUDIO

Date of First Appearance: Nov 19 2010

Entrant Company: MEDIACOM, Sydney, AUSTRALIA

Entry URL: http://www.youtube.com/dellaustralia

Group Business Director: Geoff Clarke (MediaCom)

Director, The Response Group: Roger Dunn (MediaCom)

Head of Production: Alistair Ferrier (MediaCom Beyond Advertising)

Head of MBA: Gemma Newland (MediaCom Beyond Advertising)

Media placement: Display - Moshtix, Faster Louder, Hyper machine, In the mix, Ticketek, Australian creative - 19th November 2010

Media placement: Display - Urban Geek, Deviant Art - 19th November 2010

Media placement: Social - Facebook, myspace - 19th November 2010

Media placement: TV - Channel 9, TV1, Sci-Fi, MTV, MTV Classics, Arena, Comedy Channel, FOX8, 111hits, - 19th November 2010



Insights, Strategy & the Idea

With the launch of the Dell XPS Design Studio laptops, Dell set us a formidable challenge. Achieve high sales targets by connecting with the elusive ‘creative youth’ audience with a new product that allowed them to choose one of 150 laptop lid designs that best reflected their personality.



Dell is a brand best known for direct response marketing; fantastic deals on great products. For our Apple obsessed audience we knew we would have to do more than simply talk price and specs.



We needed a big idea that would creatively excite our audience and get them to reconsider the Dell brand.



Inspired by our audience’s passion for street art and the key product benefit of choosing your own design, we set about creating a interactive campaign that would not only be a first for Dell but truly shake up the category.



The idea we called CHOOSE ART.



Creative Execution

Our idea was simple; interactive content, inspired by street art, that consumer could choose and navigate through themselves.



We handpicked two street artists and commissioned them to develop original pieces of art inspired by the laptop lids.



We shot the artists in time-lapse and developed an interactive function that enabled viewers to choose their own route through the films, based on the designs that inspired them.



There were 7 potential routes through the content each finishing with an end frame that encouraged users to click through to buy on the Dell website or become a fan via Facebook.



We used emerging music artist, Washington, as the soundtrack to the content as well as giving Facebook fans the chance to meet her at an exclusive gig.



The series was promoted with targeted media buys including social media, key art and music sites as well as a television campaign featuring Washington.



Results and Effectiveness

The results were outstanding.



Sales increased by a massive 61% post the campaign period.



PR exposure valued at $2.1 million.



A massive 100,000+ video views of the content with 39% of all viewers watching the content to the final frame.



We achieved over 28,000 clicks through to the Dell Facebook page.



Over 1,300 people entered the Washington competition.