Dell Promo, Case study STREAK MAN PROJECT by OgilvyOne Tokyo

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STREAK MAN PROJECT

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Industry Mobile phones, devices & accessories
Media Promo & PR, Case study
Market Japan
Agency OgilvyOne Tokyo
Creative Director Akihito Abe
Art Director Hiroaki Adachi
Copywriter Hideaki Sato
Producer Aki Kimura
Released February 2011

Credits & Description

Category: Best Use of Live Events, Stunts and or Celebrity Endorsement
Advertiser: DELL JAPAN
Product/Service: SMARTPHONE
Creative Director: Akihito Abe (Ogilvy One Japan)
Art Director: Hiroaki Adachi (Ogilvy One Japan)
Copywriter: Hideaki Sato (Ogilvy One Japan)
Planner: Hiroshi Yoshiyama (Ogilvy Action Japan)
Planner: Takuro Kawakami (Ogilvy Action Japan)
Planner: Nobuhisa Ishizuka (Ogilvy&Mather Japan)
Producer: Aki Kimura (Ogilvy Action Japan)
Media placement: Online - Facebook - 8 February 2011
Media placement: Online - YouTube - 8 February 2011
Media placement: Event - Tokyo Midtown - 16 February 2011
Media placement: Sampling/Touch & Try/Cafe Tie-Up - Around Tokyo (Shinjuku, Shibuya, Akihabara) - 16 February 2011

Summary of the Campaign
At the end of 2010, Dell launched Dell Streak in the rapidly-growing Smartphone market in Japan.
Dell Streak has unique features no other competitive product offers, but Smartphone companies were already implementing large-scale campaigns in mass media.
Dell Streak is a late player, so it was critical to market it in an impactful way.

The Situation
At the end of 2010, Dell launched Dell Streak in the rapidly-growing Smartphone market in Japan. Dell Streak has unique features no other competitive product offers, but Smartphone companies were already implementing large-scale campaigns in mass media. Dell Streak is a late player, so it was critical to market it in an impactful way.

The Goal
Goal:
- To disseminate buzz toward Dell Streak among the target
- To drive free media exposure beyond our investment and generate more buzz

Target Audience:
Businessmen in their thirties who are very information conscious. They dislike being the same as other people.

Research:
- Based on media rates, measured article sizes of newspapers and magazine ads and TV broadcasting hours to calculate earned exposure effect
- Recorded number of views on social media

The Strategy
Disseminate unique contents relevant to the young businessmen who are our target to unique touchpoints such as events, Facebook and cafes, instead of utilizing mass media, which the competitors are doing.

Execution
Develop a dance expressing the features of Dell Streak and hold a live dance event. Simultaneously, share dance lessons online prior to the event to drive participants to join.

Documented Results
Numerous media became interested in our unique contents, generating unpaid coverage 2.5 times our campaign budget.
Views for related videos exceeded 200,000 times on YouTube and UStream, spreading buzz around the world.