Why is this work relevant for Media?

This case study proves the value of brand integration into a TV program and digital platform to reposition Dell as a premium laptop brand, winning the hearts and minds of young Apple-obsessed Aussies. In a first of its kind, major broadcast content partnership, Dell championed the progress of young Australian innovators across the full VIACOM CBS network throughout 2021. At the core of this partnership was ‘Change Makers by Dell ; A 12 part prime-time segment on Network Ten’s “The Project”, each episode featured a unique young Australian shaping our future via their Dell XPS laptop.

Background

Dell has spent years battling a retail price war in Australia. While this has helped maintain sales, it has been to the detriment of brand relevance and consideration - this was unsustainable for the business moving forward. In contrast to the price driven market, there was a lucrative segment who were prepared to pay for quality. These consumers represented about 50% of all laptops sold in the category, and of these, 50% were buying Apple. From a product perspective, Dell’s premium XPS range was world-class and comparable to Apple, so the growth challenge was clearly a marketing one. This case study demonstrates how we re-invigorated a 37-year-old brand, to win the hearts and minds of premium laptop consumers - ultimately to smash the following 2021 objectives: Grow revenue by +20% Grow profitability +5% Improve unaided awareness by +5pts Improve premium perception by +5pts Improve relevance by +4pts

Describe the creative idea / insights (30% of vote)

Using behavioural search data, we identified and profiled premium laptop consumers; They were predominantly tech-savvy millennials, who we called ‘Young Metropolitans’. We explored their relationship with premium electronics brands and unlocked the following insights; 1) They were not drawn to the simple ownership of a shiny new toy, they were buying into a brand’s purpose and its values. 2) In this context, we understood that Dell products weren’t just functional machines, they were powering a generation of thinkers, creators and dreamers that would ultimately shape our future. These insights led us to the following idea: TO CHAMPION A NATION OF CHANGE MAKERS.

Describe the strategy (20% of vote)

Our media strategy needed to demonstrate HOW Dell was empowering inspirational young Australians and to champion the change they were affecting in a truly authentic way. Our young audience were skeptical and were looking for brands to walk the walk of their purpose, and actively make a difference to the audience’s life. A conventional ad campaign wasn’t going to achieve this, but we still needed the mass reach of a broadcast channel. So via a major broadcast content partnership with VIACOM CBS, we created a broad suite of deep content that championed the young dreamers who are shaping our future via their Dell XPS laptop. VIACOM CBS was the perfect media partner; The company had the #1 TV network for under 40’s in Australia and the #1 tech review/news platform called CNET. The incredible scale of brand integration achieved across their media ecosystem would be a first in Australia.

Describe the execution (20% of vote)

Together with VIACOM CBS, we created Change Makers by Dell. A series that successfully positioned Dell as an enabler through seamless product integration and naming rights. Change Makers by Dell was a 12-part, prime-time program segment on Network Ten’s “The Project” - a first for Australia. Each episode heroed an innovative young Aussie, and how they were creating positive change in our world… with one bright mind becoming Changemaker of the Year at the end of the series. We continued to tell each of their stories on social,across the VIACOM digital ecosystem, and through Dell’s owned channels. This Change Maker series was then followed by a 6-part digital series later in the year, catching up with our Change Makers and how their stories had progressed. All content was housed in a dedicated hub on 10play (Network Ten’s BVOD platform),so that the Change Makers content could be revisited again and again.

List the results (30% of vote)

BUSINESS IMPACT: During 2021 revenue increased by 42% (+24% vs target). Dell grew faster than the premium market at +12% (the premium market went back -14% YoY). Dell also had a record breaking EOFY 2021 - including the largest sales day on record. ROI: Nielsen Econometric modelling proved: - Media ROI increased by 26% from $2.81 to $3.54. (2020 vs 2021) - Media’s contribution to sales increased by 42% YoY The campaign had such a positive ROI and impact on the business that it is continuing into 2022 BRAND IMPACT: We grew all brand metrics in 2021 ahead of our targets (and ahead of the category) ● Unaided awareness = +4pts (+2pt over target) ● Brand Recommendation = + 9pts (+2 pts over target) ● Brand Consideration +2pts (+1pts over target) ● Premium perception scores = + 1pts (market -2pts)