The client – Dell – an industry leader driven by customer needs
Dell is based on the concept of selling computer systems directly to customers, delivering effective computing solutions that meet customer needs. Dell’s business is aligned to address the unique needs of large enterprises, public institutions, small and medium businesses and individual customers.
The challenge – aspirational computing values
Dell approached AdPeople and its partners to raise its profile globally as a trusted technology advisor for small and medium businesses. And this by targeting small and medium businesses with a brand campaign that specifically appeals to aspirational values while integrating relevant product messages.
The solution – featuring business heroes
‘Take Your Own Path’ was our response. A series of inspirational films based on the stories of heroes who’d trodden the path from small business to global success, with their entrepreneurial spirit and the help of Dell. These inspirational heroes are choosing Dell because the technology enables them to fulfil their aspirations
The campaign deployed a full media mix, with digital, mobile, offline and outdoor. During the period of the campaign, Dell increased its top-of-mind awareness, overtaking HP to become the most mentioned computer technology brand among small and medium businesses. In less than 5 months, 3.72 billion impressions were delivered across 9 markets.
The Activation and Delivery – facts
- 9 countries
- 42 heroes from around the globe
- 200 global masters
- 3000 local assets
- Full media package
- The campaign was launched in 2008, is still running and continues to be localised to new markets around the world
Ad – China
Ad – Japan
Web banner – Germany
Website – France
Youtube – US
Mobile – US
Outdoor – India
Outdoor Airport – France
