The idea was to fill “Power to do more” more with relevant and creative content that can be used over time and across multiple markets. Something that creates a foundation/platform for strong storytelling which connects the products with Dell's ambitious sustainability work “Legacy of Good 2020”.

Martin wanted to make a 360-reportage, an interactive story where the reader herself can have a digital experience where you can move through the cave. But to do this requires extremely sophisticated equipment - here we saw a chance to build a creative campaign that marries together Dell's and Martin's ambitions.

Together with the interactive reportage we had the idea to create a documentary web series so that we gave ourselves a number of strong communications opportunities to reach out across all channels.

A short summary of the execution in 5 main parts over 6 months. All of which were documented in the three part documentary web series.

1: Planning - Dell experts and Martin worked for months for the optimal packing. Wrote the web series script. Put together a media strategy.

2: The Expedtion - trekking through impenetrable jungle, documenting the immense cave.

3: Content Creation - enormous amount of data for the 360-reportage and the web series + social media content.

4: Launch - the 360 reportage published on National Geographic and the documentary web series in stages. War room approach to build maximum awareness/coverage. Integrated in all external and internal channels.

5: Continuation - The project continues as an example of Dells Rugged and Workstation products and their sustainability commitments.

The campaign results exceeded our initial, ambitious, targets by a wide margin.

Tier 1:

The campaign made a strong impression on the Dell international organization and made our local clients heroes.

One great result is that Dell signs a cooperation agreement with National Geographic on a global level. A strategically extremely valuable cooperation which enables Dell, and us, to build more creative branding campaigns.

Martin Edström is now a world famous 360-photographer, won first prize in the International Photography Awards 2015 for the Son Doong-story! Because of the enormous detail of Martins images, geologists around the world are able to scientifically study the unique environment of the cave.

No commercial interest has had any impact on Son Doong cave!

Tier 2:

• Published, award-winning, 360-reportage in National Geographic

• +80 000 000 reach in news media

• +150 000 000 reach through Facebook

• +1 500 000 reach on Twitter