Dell DM YOU CAN TELL IT’S DELL by Wunderman New York

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Industry Computers & Computer Accessories
Media Direct marketing
Market United States
Agency Wunderman New York
Art Director Julian Gonzalez, Steve Henderson, Michael Peterson
Copywriter Daniel Cassidy, Michael Hurley
Account Supervisor Jj Schmuckler
Released November 2010

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: DELL
Product/Service: COMPUTING
Date of First Appearance: Nov 6 2010
Entrant Company: WUNDERMAN NY, USA
Chief Creative Officer: Nick Moore (Wunderman)
Copywriter: Michael Hurley (Wunderman)
Copywriter: Daniel Cassidy (Wunderman)
Art Director: Steve Henderson (Wunderman)
Art Director: Michael Peterson (Wunderman)
Art Director: Julian Gonzalez (Wunderman)
Agency Producer: Fred Slobodin (Wunderman)
Account Manager: Barry Silverman (Wunderman)
Account Supervisor: JJ Schmuckler (Wunderman)
Ken Burns: Ken Burns (Wunderman)
Media placement: Broadcast - 2 Spots (AIO And XPS) - US: CMT, A&E, BET, BIO, Bravo, Direct TV Adult Cluster, Direct TV Female, Dish E - November 6, 2010
Media placement: Broadcast - 1 Spot (AIO) - France: Mediahouse, TF1, ITV, Sport +, Planete, M6 - November 6, 2010
Media placement: Broadcast - 1 Spot (AIO) - ITV2, ITV4, C4, More 4, FIlm 4 - November 6, 2010
Media placement: Broadcast - 1 Spot (XPS) - UK: MTV Networks, RTL Nederland - December 12, 2010
Media placement: Broadcast - 1 Spot (XPS) - Germany: DMAX, DSF, Eurosport, SevenOne, IP Detschland GmbH, El Cartel Media, Te - December 12, 2010
Media placement: Broadcast - 1 Spot (XPS) - Switzerland: SF1/SF2, RTL, RTL2, Pro /, VOX, Sat1, Kabel 1, 3+, Super RTL - December 12, 2010
Media placement: Broadcast - 1 Spot (XPS) - Danish Cinema - December 12, 2010

Describe the brief/objective of the direct campaign.
The objective of the campaign was to differentiate Dell in a commoditized marketplace, driving greater consumer interest via two product launches: the Inspiron AIO and the XPS.

The strategy was to highlight how Dell and its products are indeed very unique by only focusing on the differences Dell can offer and how these differences provide impactful benefits to existing and new customers.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

The creative solution emerged from the idea that Dell’s differences derive from its customers. The TV spots represent a necessary shift for Dell that not only differentiates Dell from its competitors, but reintroduces the well-established brand by focusing on products and consumers in a new and hip way. At the same time, there’s a clear and strong call-to-action.

As the TV spots are global, they TV spots are easily version able and flexible, addressing specific regional needs and utilizing multicultural talent and universally-resonant messaging.

Explain why the creative execution was relevant to the product or service.
We developed a unified, overarching creative execution that utilizes an own able visual style and music from emerging new musicians in order to differentiate Dell on a brand level. At the same time, we ensured each product launch spot was unique by highlighting product-specific benefits and target audiences.

The slices technique and music video style spots with no voiceover ensured the ads were original and would break through in TV, contemporizing and differentiating Dell, while remaining true to its brand tenets.

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 launch of “You can tell it’s Dell” was the highest launch for Dell in the last two years, receiving an average of 20-25 more comments in the blogosphere per week than its competitors’ launches and more than double the average conversations per week than past campaigns.

Furthermore, consumers’ positive sentiment towards the campaign was much higher compared to Dell’s past campaigns and PC competitors. Almost 33% of consumer mentions of the YCTID campaign were tagged as expressing positive sentiment compared to 12-23% for all other Dell campaigns launched in the last two years, and 4-12% for competitors.