The Campaign

With competition launching new range and indulging in price cuts, Dell’s preference index among consumer was stagnating and the clear competitive edge, which Dell enjoyed, was getting diluted. Dell’s popularity among the young in India was dwindling and this could be a possible threat to market shares, as IT adoption within this group was very high. The main objective was to grab the attention of the discerning youth and positioning Dell as brand with the “X” factor. “Dell needed to be perceived as a cool and contemporary brand to own." Dell was launching switchable laptop lids for their youth range of laptops. By adopting Easy disruption in all media possible we believed we could garner interest in the minds of the flippant Indian youth. We decided to garner attention through disruption and innovation. The strategy was to ensure that 'ease of change' and the 'variety of the designs' was highlighted in everything we did.

Success of the Campaign

A seriously effective campaign. • Dell India regains No 1 position in Q2 FY’11. • Brand Inspiron became the No 1 Laptop sold in 3 weeks. • 720 leads (75% conversion) on the day of the Times of India innovation alone, (60% higher than ads through regular campaigns). • 25% increase in sales on the day of MTV roadblock. 30% increase in retail store visits on that day. • Retail store visits increased by 40%. • Online site visits by 32%. • The innovation in this activity was in its simplicity. Client feedback: • “Team, Great execution on TOI and MTV yesterday, unprecedented results of the campaign. Thank You” – P Krishnakumar, Marketing Director, Dell India.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The campaign launched with 10 slug teaser ads accompanied by a half page ad in the largest newspaper in India; The Times of India. Apart from a high impact, high frequency television campaign the launch day saw a full day roadblock on MTV, one of the most popular channels amongst the youth in India. Inspiron laptops were integrated in all MTV shows for the day. Specially created 1 minute vignettes featuring popular VJ’s with different laptop lids talked about the concept of ‘Change is Easy’. Inspiron laptops were blended with editorial in the fashion section of lifestyle magazines. Pole Kiosks in the form of Laptop cutouts with different covers created high buzz in key cities. Home page innovations like the YouTube masthead branding, MSN Homepage Skinning, India times Homepage Takeover, Sify homepage soshkele etc. Contests with IndiBlogger.in prompted bloggers to go to Dell stores and review the product and designs and write about the product.