| Title | CHOOSE ART |
| Brand | DELL |
| Product / Service | XPS DESIGN STUDIO |
| Category | C01. Integrated Media Campaign |
| Entrant | MEDIACOM Sydney, AUSTRALIA |
| Entrant Company: | MEDIACOM Sydney, AUSTRALIA |
| Media Agency: | MEDIACOM Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Geoff Clarke | MediaCom | Group Business Director, CCP |
| Roger Dunn | MediaCom | Director, TRG |
| Gemma Newland | MediaCom | Head of MBA |
| Alistair Ferrier | MediaCom | Head of Production, MBA |
The results were outstanding. Sales increased by a massive 61% post the campaign period. PR exposure valued at $2.1 million. A massive 100,000+ video views of the content with 39% of all viewers watching the content to the final frame. We achieved over 28,000 clicks through to the Dell facebook page. Over 1,300 people entered the Washington competition.
Our idea was simple; interactive content, inspired by street art, that consumers could choose and navigate through themselves. We handpicked two street artists and commissioned them to develop original pieces of art inspired by the laptop lids. We shot the artists in timelapse and developed an interactive function that enabled viewers to choose their own route through the films, based on the designs that inspired them. There were 7 potential routes through the content each finishing with an end frame that encouraged users to click through to buy on the Dell website or become a fan via facebook. We used emerging music artist, Washington, as the soundtrack to the content as well as giving facebook fans the chance to meet her at an exclusive gig. The series was promoted with targeted media buys including social media, key art and music sites as well as a television campaign featuring Washington.
With the launch of the Dell XPS Design Studio laptops, Dell set us a formidable challenge. Achieve high sales targets by connecting with the elusive ‘creative youth’ audience with a new product that allowed them to choose one of 150 laptop lid designs that best reflected their personality. Dell is a brand best known for direct response marketing; fantastic deals on great products. For our Apple obsessed audience we knew we would have to do more than simply talk price and specs. We needed a big idea that would creatively excite our audience and get them to reconsider the Dell brand. Inspired by our audience’s passion for street art and the key product benefit of choosing your own design, we set about creating a interactive campaign that would not only be a first for Dell but truly shake up the category. The idea we called CHOOSE ART.