Dell has launched an integrated, India marketing campaign that focuses on real customer experiences, highlighting how Dell enables customers to ‘achieve’ their personal & professional passions. The 3600 brand and marketing campaign features themes of ‘Personal Achievement’ and ‘Business Achievement’ to connect with consumers & enterprise customers respectively. The campaign is an extension of our strategy to strengthen brand leadership in both the consumer and enterprise space.
The Personal Achievement campaign featuring Dell Inspiron is about stories of inspiration, creativity and productivity and living out your passions. It is about how customers achieve more with our technology. Achievement in this context is not a measurable benchmark in that sense but a passionate pursuit of a personal goal, the eagerness to explore one’s capabilities and the desire to stay ahead. Our aim is to provide them with technology solutions that translate their passions into achievement. In all these stories of achievement, Dell Inspiron is an enabler partnering them in their pursuit.
Inspiron is one of the key brands in Dell India’s consumer products portfolio and it is targeted primarily at the youth. Being one of the most dynamic consumer segments, the very nature of audience is diverse. Youth today have clarity of thought, intent and ambition. Their dreams are no longer merely monetary, and accomplishment is no longer defined only by professional success. Achievement for them increasingly means the realization of passion. And for this, they back themselves fearlessly.
The campaign is also supported by Print and Digital. The print campaign was launched last month and it showcases stories of achievement by profiling youth and their passions. The stories we chose to showcase were finalized keeping in mind the need for each story to be relatable. For the Print ads and on the digital front, we shared the stories of Priya’s passion for'Yoga' and Aditya’s 'Bike restoration' journey, where driven by passion that is powered by their Dell Inspiron, they have realised their true calling.
Malvika Mehra, National Creative Director, GREY said, “The youth are driven by various passions from social activism to music to other mainstream or offbeat pursuits. We’ve tried to capture this in the context of the brand being an enabler set to music and lyrics that are almost anthemic.”
Ritu Gupta, Director, Marketing, Dell India added, “Inspiring customers by providing them with technology that gives them “the power to do more” has always been one of Dell’s biggest goals. Building an emotional connection between our customers and technology is integral to Dell’s branding strategy. It’s our customers’ passions that inspire our technology and their stories of success through our technology are our own achievement stories. Our new ‘Personal Achievement’ campaign emphasizes our belief that technology can help anyone realize their dreams and the new TV commercial is a reflection of this belief.”
Web videos were created and seeded on the platform of ‘Personal Achievement’ showcasing multiple stories of achievement on a special interactive microsite that was created to enable our followers to share their stories of passion. In addition to this, through contextual targeting the brand is reaching out to forums, bloggers and influencer groups amongst youth across social media.
Simultaneously we created and finalised the concept for the TVC which celebrates the youth of today, their “Can do” attitude and the determination to achieve their dreams. Youth, that is driven by their unconventional dreams born out of passion and inspiration and the desire to turn these dreams into reality. The film also showcases how Dell Inspiron is an enabler for this, through the different features of the Inspiron like the Touchscreen, HD webcam, etc.
The Dell TVC highlighting personal achievements and triumphs has been conceptualised and developed by the Dell India team, working with Grey Worldwide. The vibrant mix of stories and individuals along with the magic of the visual landscape created by Koushik Sarkar (Director) and Carlos Catalan (DOP), weaves the multiple stories into one saga of dreams and energies.
The TVC itself aims to tell a story… about how the youth of today have dreams bigger than a canvas can hold. They know no boundaries; have no fears and dream big. The TVC captures this spirit of conquering the world and making the world their stage. With the theme “I can do kuchh bhi”, the campaign sets out to celebrate triumphant journeys of the creative, motivated, free spirited youth, who are confident of achieving anything with the guiding hand of technology.
The commercial was released on April 26th on all leading Entertainment channels. Watch the TVC at the bottom of the article
The TVC first was previewed to customers on the Dell India Facebook and Twitter pages on April 25 and also be supported by a Twitter contest @Dell_IN. While the AchievewithDell micro-site is for users to share stories on how they have used technology to achieve their dreams, the Twitter contest will invite users to share tweets which tell the story of their inspirations (be it people or things) who embody the spirit of #icanDOkuchbhi and their achievements. The winner will receive a Dell Inspiron laptop.
Offering insights into frog designʼs work on break-through innovations for many of the worldʼs leading brands (from Apple to Disney to Sony) as well as an exclusive behind-the scenes account of a recent, as yet undisclosed project, Tim Leberecht illustrates the key principles and techniques of design-driven innovation and shows how marketers can use them to transform their own organizations.
Presentation by Tim Leberecht, CMO of Aricent & Frogdesign at The Great Indian B2B Marketing Summit (3rd December, Bangalore)
Dell recently concluded with a global research on women entrepreneurs that was revealed at the Dell Women’s Entrepreneur Network (DWEN). DWEN is a global networking platform, that is organized as an offline on ground platform on an annual basis. While it was held in Shanghai (2010), Brazil (2011) and this year it was held in Delhi. It was held from the June 17th and concluded on June 19th.
Enclosed below is the link for you to go through the pictures of the event.