We identified and dominated the two most-trafficked metro stations in Copenhagen. At both stations, all possible surfaces were wrapped with the Dell creative: the escalators were foiled in the colourful laptop motifs (media first), TV spots were projected onto metro screens, large banners hung on the back walls – unavoidable to the passengers alighting and embarking on journeys, and showcases displayed real Dell laptops. We wrapped the transfer tunnel connecting the metro to the local trains at one station, emulating the Rubik’s cube which was the creative concept. Concurrently, the campaign was timed with more traditional outdoor media (city light posters, hang signs and billboards), wrappings of the daily traffic papers, national TV spots and online activities.

Finally, key university campuses were targeted for distribution of vouchers and cycle seat covers to serve as reminders. The creative universe was tailored to match each individual format, making the campaign truly unique.

In the first week of the campaign, the unattributed site visits to dell.dk increased by 26%. Sales increased during and after the campaign – with index 136 and 116 respectively (vs. pre-campaign). We raised top of mind of Dell with 9% nationwide and 11% in the greater Copenhagen area among the people who saw the outdoor campaign - extraordinary for such an already well known brand.