Cannes Lions


EURO RSCG PRAGUE, Prague / DELL / 2005

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The X300 was used as a "Trojan horse". A laptop in real dimensions (identical size and weight), with a keyboard made entirely from chocolate, was personally delivered to top managers of selected large companies in a Trojan horse operation, to penetrate large corporations with the Dell hardware offer. A Dell consultant then made a telephone follow-up to arrange a personal notebook presentation whereby the customer had the possibility of borrowing a real notebook for a one week test.


The primary goal of getting Dell products into the large companies, exceeded objectives. The "Chocolate" notebook initiated discussions about the fleet delivery of Dell hardware, the value of which is estimated to be in excess of millions of Czech crowns (1 Euro = 30 Czech crowns). The response was incredibly high: 45% of contacts arranged a meeting with a Dell consultant, 67% of them borrowed a real notebook for a one week test, and 38% of the lent notebooks were sold!!!

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