Summary: Move your Business Forward
Most people think all laptops are the same. So how do you make yet another new range of laptops stand out and grab the attention of a very busy business audience?
The small business segment is one of Dell’s key strategic areas in Denmark. Knowing that this segment is very price sensitive, Dell wanted to raise awareness its new Vostro product line in a dramatic new way. To target small business owners, we covered business class carriages on over 50 trains nationwide with a series of strategically placed ads. Each ad dramatised a unique business benefit of the new Vostro laptops – both in terms of where it was placed and what it said.
This is a campaign that stands out in its category because of the perfect interplay between the message and media; its innovative media placements; and the results. This was briefed as a pure awareness campaign, but sales also increased by 6-10 per cent in units per week for the duration of the campaign. This campaign was also a media first. We were the first official advertisers on Denmark’s intercity train line (DSB trains) and we created ad spaces that had not been considered before.
Client:
Dell Computers are a well-known American computer manufacturer based in Austin, Texas. Michael Dell, the founder, started building computers in his garage back in 1984 and hasn’t looked back since that day. His genius was customising each computer to a customer’s specific needs and building them to order. By doing this, he revolutionised the industry. Dell Computers was once a small business, so they understand the I.T. needs of a small business. They now have a division dedicated to small businesses and it’s for this division in Denmark that we were commissioned to do this campaign.
Objectives:
All laptops seem the same these days; especially business laptops. So how do you make yet another new range of laptops stand out and grab the attention of a very busy business audience? The small business segment is very price competitive, so the overall objective was two-fold: to strengthen the perception of Dell as a trusted advisor to small businesses; and to raise awareness of the new product line – the Vostro 3000 – in a dramatic new way.
Target audience:
We aimed this campaign at small business owners all over Denmark. Research shows that their biggest concern is their future outlook. After several years of recession, they think about what and how they should move their business forward, and what implications it will have. These men and women are busy running their business and don’t have time to be IT experts too. They are short of time and they need their technology to “just work”. They need a laptop that’s cost-effective, reliable and packed with features that help them look good in front of their customers.
Strategy:
DSB is the national train company in Denmark and boasts 1 million business travellers per year, 50 per cent of whom travel frequently. Thirty-eight per cent of this audience is at manager or director level and 45 per cent are middle managers. This meant that partnering with DSB was a natural choice.
To target our busy small business owners, we covered business-class carriages on over 50 trains nationwide. But it wasn’t enough to just advertise a new laptop with conventional media placements, we had to ensure the message was memorable, even after they left the train. As a result, each ad in the campaign dramatised a unique business benefit of the new Vostro laptops – both in terms of where it was placed and what it said.
Creative idea:
The Vostro 3000 series is designed specifically for small businesses and has a host of new features that benefit the business traveler. We decided to draw attention to each new feature individually and find a way to make each one memorable. The placement of each ad was absolutely crucial.
Media:
This campaign was a media first. We were the first official advertisers on Denmark’s intercity train line (DSB trains). But not only this, we created placements on the train in spaces that had never before been considered for advertising. What was important: matching the product benefit to the placement of the actual ad.
Ad#1: Here we used the train windows (inside and out) as the ad space. On the outside of the carriage, we used the window space to highlight the clear screen of the laptop. Then on the inside window, we created a series of icons and a menu bar, so the window actually becomes a laptop screen.
Ad#2: The next ad was placed right beside the overhead luggage rack, so when you’re struggling to lift up your heavy laptop bag, you can see that Dell has a lighter alternative.
Ad#3: When you reach up to plug in your laptop, you’ll see this ad. Here, we don’t just say longer battery life, we explain how far you can go on one charge.
Ad#4: Here we used the tables as the ad space. We covered the top section of the table with one message and revealed the punchline on the inside (when you open the table to full size). Both feature the innovative design.
Ad#5: To dramatise the restricted access, this ad was placed on the doors that divide business class from
economy class. The closed door highlights the extra security features of the Vostro 3000 that keep your data safe, secure and private.
In addition, each train carriage had printed leaflets on the tables about the new laptops and there was a URL on each ad for even more information. We also placed the full Dell catalogue in the business class library lounges, so the audience could read about the full range of business products & services that Dell has to offer.
Timescale:
The campaign was live for eight weeks from April-May 2010.
Results
Even though it was mainly an awareness campaign, the campaign had a substantial impact on business performance. An uplift of six-ten per cent in units per week occurred throughout the entire campaign. A small survey was also conducted, and there was a very positive perception of the campaign and the actual product was appealing to small business owners throughout the country.
The campaign was also very successful internally. Every quarter, Dell does a review of the marketing performance in the EMEA region. Four awards are given every quarter, amongst them a “Future Builder” award – for a marketing activity that establishes a platform for future growth. This campaign won that internal award. It was judged and evaluated as innovative, and a best practice example of how a global product launch can be executed in a local context.
Client testimonial:
“This campaign has circulated all over the Dell organisation. I have had numerous phone calls from colleagues in India, China, US and South Korea, who wanted to hear more about it. All in all, a fantastic campaign, and I’m so glad that we did it. A big thank you from me to you and the creative team
for all of the many hours of exploration and execution of this. You really did outstanding work. ”
Christian Riise, Nordic Marketing Director, Dell SMB
