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 Print or Standard Outdoor, including Inserts
Advertiser: DELL
Product/Service: COMPUTING
Date of First Appearance: Jan 1 2011
Entrant Company: WUNDERMAN NY, USA
Executive Vice President / 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: Claire Weston (Wunderman)
Account Supervisor: JJ Schmuckler (Wunderman)
Planner: Ken Burns (Wunderman)

Describe the brief/objective of the direct campaign.
The objective of the campaign was to increase public perception of Dell’s products. Indeed, Dell’s computers are world-class, but public perception didn’t reflect that.

The strategy was to highlight how Dell and its products are indeed very innovative, creating different user experiences for its customers, and 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.

By creating a billboard that acts as a product demonstration, we were able to show the world (or at least people driving by the billboard) that Dell’s products are hip and relevant.

Explain why the creative execution was relevant to the product or service.
The creative addresses the objective to differentiate Dell, while also engaging consumers.

By constructing a visual product demonstration showing the Inspiron Duo converting from a tablet to a PC and straightforwardly pairing the visual narrative with the words “Touch” and “Type” above, the creative execution speaks directly and engagingly to the Inspiron Duo difference (i.e. the first tablet/PC convertible) and the resulting consumer benefit (i.e. being able to both touch and type).

The headline and product plays off the antiquated phrase “touch type,” redefining the word in the same way the Inspiron Duo is redefining the PC marketplace.

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.