Dell Technologies

Data Protection Campaign

The project:

Develop a concept for a division of Dell that can

Highlight its solutions across many use cases and foster

Long-term engagement with audiences.

The idea:

Dell’s data protection solutions lead the industry in several key ways. The client needed a consistent creative framework that could be used over several months to highlight product features, new innovations, use cases, customer stories, and other messaging. At the same time, they wanted something to cut through the clutter of technobabble and talking heads, so the campaign would gain traction with audiences.

The concept centered around a pair of news anchors who report on all the latest Dell technology both in the studio and from the road. An eGuide with links to all videos in the series follows the format of an on-screen streaming guide. Videos were also posted on YouTube, where some have received over one million views.

The elements:

• Online videos

• Web banners

• eGuide

• Social media

• Webinar interstitials