Cannes Lions

THE PROXY

MEDIACOM, London / DELL / 2013

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Overview

Entries

Credits

Overview

Execution

We asked Ashen’s followers to join him for an exclusive live video. The Proxy began as a normal upload with him introducing an object for review: an unidentified USB stick.

After opening it on his Alienware PC, Ashen immediately sensed something strange. Then, things took a thrilling turn as Maxtrix-style villains burst in and abducted our hero.

Would Ashen survive? Viewers had to tune in the next day – and then the next eight after that – to find out. The Proxy was born and only then did we announce Dell’s involvement.

We inserted key gaming elements to hook our target and get them hunting for clues. In one scene, viewers had to spot a web address for a fake company and follow it for more information.

To win the main prize - a fighter jet experience and a new Alienware X51 - viewers had to solve riddles from all 10 episodes.

Outcome

A MILLION VIEWS LED TO A MASSIVE UPLIFT IN SALES.

To date, The Proxy has had more than 1.2 million views.

It has generated more than 124,000 clicks through to the Alienware website – a massive 10% click-through-rate. Prior to The Proxy, Dell pre-rolls on sites targeting gamers had only achieved an average of 1.7% CTR.

And we beat aggressive launch quarter sales targets by 7%.

Once The Proxy started, weekly unit sales went UP 8% compared to the period before launch.

It was game over for console brands.

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