We used trusted media to create demand for change in the boardroom and empower IT directors to champion IT.

Each touchpoint educated our IT Director target and demonstrated the transformational effect of Dell to the rest of the boardroom. We partnered with the media they respected to create bespoke content designed to inform and educate.

In the FT, we created a supplement detailing how to deal with common IT business problems.

In the Economist, Dell took ownership of Tech Quarterly and powered the very first mobile version.In the Harvard Business Review, we tore down the paywall, providing authoritative White Papers.

On the Huffington Post tech blog, we delivered provocative front-page articles from the Dell team.

We developed a social platform in partnership with IDG to get IT directors talking through their business challenges.

Finally we created Efficient Enterprise magazine, distributed via airport business lounges, taking advantage of in-flight downtime.

The campaign grew awareness, understanding, business leads and sales.

We have succeeded on every level: Overall levels of awareness increased by 10% year on year.

Levels of understanding and consideration rose 22%, a sign our target was engaging more deeply with the Dell offer.

Business leads for the Dell sales team went up 20% in the six months following the launch of the campaign.Dell Large Enterprise sales grew 27% year on year.Large Enterprise is now Dell’s biggest division, responsible for 30% of revenues.

And for the very first time, enterprise sales are now more important than consumer sales.