The Brief

At the end of 2010, Dell launched Dell Streak in the rapidly-growing Smartphone market in Japan. Dell Streak has unique features no other competitive product offers, but Smartphone companies were already implementing large-scale campaigns in mass media. Dell Streak is a late player, so it was critical to market it in an impactful way. The campaign launched under the concept of making young and busy businessmen to feel energized again.

Describe how the promotion developed from concept to implementation

We developed a dance expressing the features of Dell Streak and prepared to hold a live dance event. At the same time, we shared dance lessons on the internet prior to the event to drive participants to join and generate buzz toward the event as well Up until the live event, we continuously disseminated information through target-familiar Facebook and YouTube. After the live event, the dancers circulated leaflets and cafes hosted touch & try events using demo products. All of these activities helped contribute to continuous word-of-mouth.

Describe the success of the promotion with both client and consumer including some quantifiable results

Numerous media became interested in our unique contents, generating unpaid coverage 2.5 times our campaign budget. Views for related videos exceeded 200,000 times on YouTube and UStream, spreading buzz around the world.

Explain why the method of promotion was most relevant to the product or service

In Japan, lots of Smartphones looked the same way and were presented in the same way, so it was hard for consumers to understand the product features. Moreover, competitive product promotions were irrelevant to target preference, as they tend to dislike being the same with others. Our promotion featuring a unique dance, communicated the product features in a simple way and most importantly, it resolves the two underlying issues.