DELL LAPTOPS: "NOT SO DULL" Promo / PR Ad by Mediacom

Category: Best Use of Outdoor
Advertiser: DELL
Product/Service: LAPTOPS
Date of First Appearance: May 18 2009 12:00AM
Entrant Company: MEDIACOM, Copenhagen, DENMARK
Account Director: Henrik von Bahr (MediaCom)
Media Planner: Jesper Juhl Jørgensen (MediaCom)
Account Manager: Ysabel Neuhaus (Enfatico)
Account Manager: Antonius Baks (Enfatico)
Director: René Slatanach (Kinetic)
Planner: Line Mathilde Bjerring (Kinetic)
Marketing Manager Denmark: Pelumi Fadairo (Dell)
Marketing Manager Northern Europe: Jasper Brouwer (Dell)
Account Manager: Saima Sikander (MediaCom)
Account Manager: Louise Hein (MediaCom)
Media placement: Showcase city light posters - Greater Copenhagen - 18/05/2009
Media placement: Metro back wall banners - Copenhagen Metro - 18/05/2009
Media placement: Metro transfer hall billboards - Copenhagen Metro - 18/05/2009
Media placement: Metro entrance - Copenhagen Metro - 18/05/2009
Media placement: City light posters - National series Denmark - 18/05/2009
Media placement: Train hang-signs - Greater Copenhagen - 18/05/2009

Results and Effectiveness
In the first week of the campaign, the unattributed site visits to dell.dk increased by 26%. Sales increased during and after the campaign – with index 136 and 116 respectively (vs. pre-campaign). We raised top of mind of Dell with 9% nationwide and 11% in the greater Copenhagen area among the people who saw the outdoor campaign - extraordinary for such an already well known brand.

Creative Execution
We identified and dominated the two most-trafficked metro stations in Copenhagen. At both stations, all possible surfaces were wrapped with the Dell creative: the escalators were foiled in the colourful laptop motifs (media first), TV spots were projected onto metro screens, large banners hung on the back walls – unavoidable to the passengers alighting and embarking on journeys, and showcases displayed real Dell laptops. We wrapped the transfer tunnel connecting the metro to the local trains at one station, emulating the Rubik’s cube which was the creative concept. Concurrently, the campaign was timed with more traditional outdoor media (city light posters, hang signs and billboards), wrappings of the daily traffic papers, national TV spots and online activities. Finally, key university campuses were targeted for distribution of vouchers and cycle seat covers to serve as reminders. The creative universe was tailored to match each individual format, making the campaign truly unique.

Insights, Strategy & the Idea
Dell has a history of promotional advertising where price, and not product, has been the core focus. In a cluttered market, Dell suffers from low visibility and is perceived as a “stuck-in-the-middle brand”. Awareness was high and consideration was adequate for Dell, but the urban target group aspired for Macs, and great design was more a purchase trigger than dull “computer specs”. Our goal was to target young urban dwellers through outdoor and specifically public transport, as this was a high affinity descriptor. By making an impactful visual statement in premium landmarks within greater Copenhagen, Dell was able to launch its new, stylish, and colourful laptops.