Dell DM WORK BEAUTIFULLY by Wunderman New York

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Industry Computers & Computer Accessories
Media Direct marketing
Market United States
Agency Wunderman New York
Art Director Jason Cohen
Account Supervisor Russell Bergen
Released November 2010

Credits & Description

Category: Business Products & Services
Advertiser: DELL
Product/Service: COMPUTING
Date of First Appearance: Dec 20 2010
Entrant Company: WUNDERMAN NY, USA
Entry URL:
Senior Vice President / Group Creative Director: Brendan Dowling (Wunderman)
Creative Lead / Art Director: John Rodrigues (Wunderman)
Creative Lead / Copywriter: Pete Barry (Wunderman)
Art Director: Jason Cohen (Wunderman)
Executive Vice President / Chief Creative Officer: Nick Moore (Wunderman)
Senior Vice President / Strategy Group Director: Jonathan Perloe (Wunderman)
Account Supervisor: Russell Bergen (Wunderman)
Senior Project Manager: Jim Hall (Wunderman)
Account Executive: Daniel Quiterio (Wunderman)
Executive Producer: Elisa Carson (Wunderman)
Media placement: Endemic / High Impact Banners - - January 3, 2011
Media placement: Online Advertising Banners -,,,,, NYTi - January 3, 2011
Media placement: Rich Media Banners -,,,, - January 3, 2011
Media placement: Newspaper - Wall Street Journal, NY Times - January 3, 2011
Media placement: Mobile - Mobile - January 6, 2011
Media placement: Out Of Home - Street Furniture - New York And Chicago Bus Shelters And Newsstands - January 10, 2011
Media placement: Taxi TV - New York, Chicago - January 10, 2011

Describe the brief/objective of the direct campaign.
Business Objective: To raise awareness, and drive sales of the new Dell Vostro V130 business laptop.

Campaign Objective: To communicate both the style and performance of the V130.

Target Audience: Style conscious, small-to-medium business owners and employees, comprising of existing Dell customers and new customers.

Strategy: A portable laptop is literally (and figuratively) an extension of you; it reflects the way you work. The Vostro V130 is designed to help you look professional, perform better, and above all, succeed.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The Vostro V130 is designed to “work beautifully” – so you can too. With this laptop you can walk the walk, talk the talk, and (last but not least) look the look. The consumer response to the campaign exceeded expectations, with double the industry-average score for banner click-through-rates, and prolonged engagement times recorded for the website. The greater desired outcome was also achieved: to significantly elevate the Dell brand amongst consumers.

Explain why the creative execution was relevant to the product or service.
Each execution explained a relevant user benefit; a compelling way to enhance your professional image and appearance (better posture, cooler lap, fewer typos, etc). This idea was dramatized by combining each exquisite product feature with the language of beauty in order to communicate the perfect marriage of form (beauty) and function (work).

Work Beautifully is not just a theme line – it’s a philosophy. It says to the world, “Sure, ugly works. But beautiful works better.” A fresh, unique way to promote a practical business laptop; doing justice to this award-winning machine, and echoing Dell’s tagline, “The power to do more.”

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.
Banners: 100% increase in click-through-rate (compared to industry average)


Average engagement time: 3 min 55 sec
Number of pages viewed per visit: 5.29
Number of new visitors during launch: 104,320

* Please note: Client policy does not allow the release of specific financial information (e.g. sales, costs, ROI, etc) as a result of a marketing campaign.