LATITUDE Z by Wunderman New York for Dell

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LATITUDE Z

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Industry Computers & Computer Accessories
Media Direct marketing
Market United States
Agency Wunderman New York
Executive Creative Director Nick Moore
Creative Director Brendan Dowling, David Reitman
Art Director Rob Davis
Released October 2009

Credits & Description

Category: Product Launches
Advertiser: DELL
Product/Service: 16” LAPTOP
Agency: WUNDERMAN NEW YORK
Date of First Appearance: Oct 23 2009 12:00AM
Entrant Company: WUNDERMAN NEW YORK, USA
Executive Creative Director: Nick Moore (Wunderman)
Creative Director: Brendan Dowling (Wunderman)
Creative Director: David Reitman (Wunderman)
Writer: Mike Derosa (Wunderman)
Writer: Saadya Gellens (Wunderman)
Art Director: Rob Davis (Wunderman)
Director Of Video Production: Fred Slobodin (Wunderman)
Global Media Director: Adam Potashnick (Wunderman)
Global Media Supervisor: Richard Jamison (Wunderman)
Account Director: Jeff Pontes (Wunderman)
Project Manager: Paul Iannizzotto (Wunderman)
Media placement: FP4C Newspaper - USA Today/NY Times - 30 November 2009
Media placement: Consecutive Half Page Newspaper Ads - Wall Street Journal - 4th December 2009
Media placement: Web Video: 60 - Digtal Broadcasting Group Network - 30 November 2009

Describe the brief/objective of the direct campaign.
For years, Dell had been perceived as a company that made cheap, utilitarian laptops and desktops. Our objective was to change this perception by introducing the Latitude Z — the thinnest, lightest 16” laptop in the world. By introducing a sleek, beautiful and highly desirable laptop, the intent was to get business executives in small and medium businesses to perceive Dell as being on the cutting edge of business technology. The creative also needed to drive significant sales of the machine to get it into the hands of influential executives.

Explain why the creative execution was relevant to the product or service.
Since the design of this new laptop was a bold departure for Dell, we decided that the look and feel of the creative should follow suit. So we created clean, elegant-looking print ads, banner ads and web videos showcasing the laptop at extreme angles to emphasize its thin profile, wide screen and beautiful design. Instead of including a list of product specs, we used minimal copy to focus on the chief attributes of the laptop. The idea was to create ads that felt as simple and elegant as the product itself.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Because changing perception was an integral part of our task, we decided to drive response not through an offer or price point, but by making the product look highly desirable. So we introduced the Latitude Z with an integrated campaign that showcased the laptop in such a way as to emphasize its thin profile and striking design.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
This innovative approach to direct marketing was successful because it managed to sell product while changing the way people thought about Dell in the SMB marketplace. As of February 11, online Latitude sales were at an all-time quarterly high of 182% revenue and 145% units. Click through rates were well above average in all markets, with an especially high CTR of 0.27% in the US (Average = 0.11%).