Results and Effectiveness

In 1 month, the application was accessed by 15,000 people leaving with 8,600 designs. Average user time spent went up to 5 minutes and 35% of them revisited. Voters consistently converted to submitted their own designs. Dell Thailand fan page increased 34% as consumer interest escalated. Dell spent 20,000 baht for prizes (netbook and vouchers) to get consumers spending 43,000 minutes engaging with the brand, with cost per fan recruited at only 6.4 Bht, minimal in comparison to traditional channels. Despite preset design components, variety of submissions was overwhelming, ranging from minimalist to the elaborate stitching with thoughtful storytelling.

Creative Execution

The ‘My Dell My Design’ Facebook application was created to empower users to design laptop skins, share with friends and vote for favorites, all with just a few clicks. Preset design components are offered in 6 categories, with a simple interface for positioning, coloring, resizing and rotating each component to create an individual design around the Dell logo, with the Dell Studio 15 positioned as the ideal laptop for the ‘creative consumer’. Driving the campaign from personal identity to shared viral activity, entries are posted on creators’ walls, where friends can comment, like and re-share - all with links back to the application, where a gallery displays those with the most likes and eligible to win prizes - seeding further online conversation as users invite friends to vote for them.

Insights, Strategy and the Idea

Marketing Challenge Dell Thailand rightfully prides itself as a leader in corporate IT market. However they urgently needs to gain market share in consumer segment. In 2009, they hosted the ‘HappyVirus’ design contest on a partner’s website to engage with teenagers. However, these early efforts must be expanded to reach wider consumers and successfully position Dell as a leading consumer IT player. Strategy behind the work Targeting ‘young success seekers’ - ranging from university students to young professionals, we recognized this group as seeking ways to express individuality, but keen to share identity and feel ‘ approval’. With 4 million Thais on Facebook, we decided to take Dell’s existing reputation for customizability and integrate the idea into an open application that wouldn’t talk about technical features, but rather capture themes of identity and creativity to give consumers ownership over the Dell brand and trigger long-term loyalty.