Media > Best Integrated Campaign

THE POWER TO DO MORE

MEDIACOM, New York / DELL / 2012

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Overview

Credits

OVERVIEW

Effectiveness

“The power to do more” ran in the US and Germany, with blockbuster results across both markets.In Germany, we outperformed all benchmarks in terms of revenue and margin growth for 2011. In the US, Dell is increasingly perceived as innovative, as staying ahead of its competitors and as a company with positive momentum. •Brand awareness improved 30% •Credibility score jumped 36 points •Over 70% of respondents viewed campaign as informative and will likely seek further informationResults have been so strong that Dell plans to roll out “The power to do more” in additional markets, including China and Brazil.

Execution

We sponsored a research study with The Week Magazine that predicted who in corporate America was poised to become tomorrow’s leaders. The research became the basis for a website, print campaign and leadership event - all sponsored by Dell.We also partnered with US News to develop new, editorially-independent projects that identified technologically advanced institutions and investigated how they’ve become cutting edge. The result? Two branded rankings - Most Connected Hospitals and Most Connected Classrooms.We helped corporate IT purchasers connect with each other by creating the Dell Social Reader app, which integrated real-time peer-to-peer sharing directly within Dell-branded online environments.We also hit the streets, asking consumers the question, “What would you do if you had the power to do more?” This was just the tip of the iceberg. We coupled these efforts with a strategic media plan, including targeted online, print, television, search, social, mobile and out-of-home placements.

Strategy

As part of its business transformation into a customer-centric, IT services and solutions-focused organisation, Dell decided to launch its first major corporate campaign in 27 years.We based our campaign on Dell’s belief that technology exists for one reason - to help people and organisations achieve and do more. The result was “The power to do more” brand platform.To show consumers that Dell could help them do more, we needed our media choices to do the same. Meanwhile, research revealed that consumers didn’t see Dell as a premium brand, so we needed to partner with trusted media voices to gain credibility.Our idea: Use media to help Dell customers to do more. Give our target true value by leveraging innovative, editorially-driven content partnerships.And because our key targets - such as business decision-makers and corporate IT purchasers - were niche, we focused on efficient media placements with minimal wastage.

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