Global Dell Latitude Launch - AdPeople Worldwide

Dell Global Dell Latitude Launch

Global Dell Latitude laptop launch – Nordic airports. Local campaign August 2011

The client: Dell – an industry leader driven by its customer

Originally Dell differentiated itself by configuring and selling PCs directly to customers, thus cutting out the middle man. But today Dell relies on a number of channels to reach its customers, both directly and indirectly through online and retail.

Dell’s solutions for small and medium businesses are extremely targeted and designed to evolve with the growth and needs of each individual company.

The challenge: a product launch for small and medium business

With the success of the 2010 ‘Move your business forward’ campaign on Denmark’s intercity trains, we took the mobility campaign to a new level. This time, we moved into airports to drive awareness and consideration for Dell’s new generation of Latitude E-series laptops.
The campaign setup and placement was developed in collaboration with MediaCom and their MBA team as well as the targeting and trading teams.

The solution: Nordic airports campaign

Leveraging the global E-Latitude campaign, ‘New and improved. And improved some more’, a 360 degree airport campaign was developed to target IT decision makers and owners in small and medium businesses in the Nordic region. . We targeted potential customers who frequently commute within Denmark, Norway and Sweden and internationally between the three countries.

Our aim was to promote the benefits of the new laptop family and run a competition in which customers could win a new Latitude 6420 laptop. Outdoor billboards were put up outside the airport and a four page advert was created to run in Scanorama inflight magazine. Additionally, a road show with a larger-than-life Latitude laptop with video display and four test models toured airports in Copenhagen, Oslo and Stockholm.

The client, Christian Riise, Nordic Marketing Manager for Dell SMB, said the following about the campaign: “The AdPeople core team was great. They were dedicated, hardworking, flexible and very creative – and the work was excellently executed. They also had a strong focus on ensuring that we could deliver on time and within cost.”

The results - Nordic region reports the highest market share in more than 3 years!

After several quarters of market share decline in the Nordic countries, the airport project was initiated to re-gain a solid footprint in the market leveraging the mobility story. A fully integrated and innovative campaign was created with two key objectives: Create awareness and regain market share.

With the award-wining campaign on DSB trains, a natural next step of the mobility story was to focus on airports with high customer affinity. The campaign reached 1.2 million people over 6 weeks and the market share increased from 16% to 21% - the highest level in more than 3 years.

Christian Riise concludes, “I can only express my thanks to the entire team. You have done another fantastic campaign integrating lots of elements, making it very visible and powerful. The campaign delivered to the brief in a superior way.”