Dell DM TEAM LOTUS by Y&R London

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Industry Corporate Communication
Media Direct marketing
Market United Kingdom
Agency Y&R London
Executive Creative Director Mark Roalfe
Art Director Tim Brookes
Copywriter Phil Forster
Released March 2011

Credits & Description

Category: Business Products & Services
Advertiser: DELL
Date of First Appearance: Mar 1 2011
Executive Creative Director: Mark Roalfe (RKCR/Y&R)
Art Director: Tim Brookes (RKCR/Y&R)
Copywriter: Phil Forster (RKCR/Y&R)
Account Director: Andrew Robson (RKCR/Y&R)
Planner: Paul O'Neil (RKCR/Y&R)
Media placement: Direct Mail - Across Europe - March 2011

Describe the brief/objective of the direct campaign.
Dell wanted to communicate its storage solutions to senior IT Decision Makers in prospects and existing customers in large enterprise companies (500+ employees) across EMEA.

The objective was to get the audience to sign up for a 1:1 IT assessment workshop with Dell Solutions architects in order to generate sales opportunities for Dell.
The two part direct mail campaign worked by sending the target audience a Team Lotus branded remote controlled car, without the accompanying remote control. The car even had the recipient’s name on it. The objective was to incentivise the target audience to sign up for a workshop where they would receive the missing controller.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The challenge was how to get our message in front of a very busy, time poor audience.
As part of a fully integrated campaign, RKCR developed a high value, highly personalized direct mail piece that capitalised on Dell's relationship with its customer, Team Lotus.

Explain why the creative execution was relevant to the product or service.
The direct mail idea was based around Team Lotus, an organisation that had used Dell’s IT Service solutions to revolutionise their IT environment and build a Formula 1 car 60% faster. By using the Team Lotus case study, it brought to life a technical and challenging subject matter that caught the imagination of the target audience in an interesting and engaging way (Formula 1 is a sport that resonates well with this particular IT audience). As well as highlighting Dell’s ability and commitment to bring the right IT services and solutions to the large enterprise market quickly and efficiently compared to their competitors.

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.
The response to the direct mail piece has been overwhelming, and continues to generate revenue and significant sales opportunities for Dell. Over a 6 week period, from the beginning of March 2011, Dell has had the following response: see Confidential Information Section below.