According to MAIT and KPMG, India’s PC penetration is estimated to be a dismal 9%.

On top of this the PC category is mostly addressing the urban youth, wooing them with swanky, flaunt-worthy devices like 2-in-1s and tablets and alienating the technological have-nots.

So much so that a good chunk of respondents from Tier 3/4 towns do not attach any importance to having a PC at home. Dell wanted to position itself as an enabler and not to be seen as a brand alienating these audiences. Affordability and complex purchase processes were the two key barriers to PC purchase.

With the help of Facebook, backend integration of the SMS & Missed call option was done within the Dell ad unit with the user action button. When a user triggered a missed call an instant SMS was sent out which conveyed to the caller that they would hear from a Dell representative within 24 hours.

Dell Sales Team responded to them within 24 hours, with the needful information about their product and how to avail the offer as advertised. To further optimize the campaign we used a frequency cap of 2 to restrict the no. of multiple calls from a single no.

This offered a convenient way for our consumers (who are not conversant with navigating through a website or an app) to make an enquiry on the product or make a purchase.