Dell

01.08 Future Proof

HOWDOESANESTABLISHEDBRANDDRIVEAWARENESSANDSALIENCYINANEWSECTOR?

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Drive re-appraisal and build brand credentials.Dell produce a range of work solutions forthe creative and design sectors. Whilstrenowned for reliability and value-for-money,Dell struggle for marketshare in a sectordominated by Apple.

Dell wished to raise awareness, establish adistinct brand positioning and ultimatelygenerate sales among the design community.

THECHALLENGE

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Future is the UK’s leading design publisher,reaching over 100,000 designers in the UKeach month and 470,000 globally. Togetherthey have purchasing responsibility for anannual IT spend of £2bn, making them theideal audience for Dell to communicate to.

THE INSIGHT

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01. Dell

£2BillionIT spend annually

£2BillionFuture’s global design audience

07. Dell Precision

What began as a one-off campaign has evolvedinto a long-term partnership over 12 months,demonstrating how by understanding ourclient’s strategic challenges, Future producesdemonstrable business results for our partners.

ALONG-TERMPARTNERSHIP

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An editorially-driven campaign in print andonline provided practical advice and tools tohelp Future’s design audience start their ownstudio. A dedicated microsite included ‘how to’guides to: opening a studio, marketing, financeand staffing.

Stage 1“Start your Own Studio”sponsored by Dell and AMD

The activity ran from March 2010 - June 2010in 3D World and Computer Arts. The success ofthe first campaign, delivering both relevanteditorial and importantly, a relevant audience,led Dell to commission phase two.

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Start your Own Studioeditorial was delivered inassociation with Dell

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Phase two built on the foundations of theprevious activity but this time was broader inscope, running from Dec 2010 to May 2011and targeting a broader design & SMEaudience across seven Future brands.Multi-platform activity included printadvertorials, online display, social media and abespoke, dedicated microsite.

The “Dell Creative Studio” microsite was thecampaign centrepiece, providing a one stopsource of news and insight into the designworld. The microsite leveraged the credibility ofFuture’s trusted editorial across variousdisciplines - 3D, web design, graphic design etc– to position Dell as a partner to the entiredesign community.

Editorial was complemented with integratedadvertorials, enabling Dell to communicate theproduct benefits of its Precision range,specifically developed for designers.

The campaign prompted action.Tracking demonstrates strong uplifts in brandperception with Dell perceived as moreupmarket, innovative and high performing.Among its competitor set, Dell establisheditself as the clear number two.

Stage 2“Dell Creative Studio”partnered with Intel

Changing brand perceptions, especiallyin a sector dominated by Apple, requiressustained activity.

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01. Dell

Multi-platform campaign integrating Print, Online & Social Media

ONLINEADVERTORIALS

Bespoke Dell/Inteleditorial features

integrated in body of sites

ONLINEButtons •MPUs • Banners

PRINTADVERTORIALS

Bespoke Dell/Intel editorialfeatures integrated within

pages ofmagazines

MICROSITEENgAgEMENTCREDIbILITy

Dell/Intel ‘TheAdvisor’DRIVE LEADS

SOCIALMEDIARegular posts to

107,593

90,954

TRAFFICDRIVERSIMPACT

EDUCATIONALINFORMATIVEINTEGRATED

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PurchaseAmong those exposedto the campaign,purchase intentincreased by 29%pt.

29%2000+Clicked on a callto action,buy nowor read more.

Microsite page views exceededtarget by 24,000.

24k11%of downstream trafficfrom themicrositewent to dell.co.uk

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“At Dell, we were looking for a crediblechannel and more effective form ofcommunication to the creative industry,in order to be able to better introduceour expertise in the workstation areaand strengthen our Dell Precision brandvisibility.What we’ve got… was aperfect blend of relevant mediaand interesting topics that kept peoplefollowing us and created great connectionbetween Dell and themes that madereaders return on a regular basis”.David Antony EMEA SMB Workstation Business Manager

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Running from June – November 2011,the Dell “Creative Studio” featured a newchannel focusing on Dell servers.In print, all advertorials included traffic driversto the new channel.

The success of phases one and two led Dellto create a dedicated campaign for theirPoweredge product range.

Stage 3Campaign extended for Dell Poweredge servers

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01. Dell

Nisi tat loreriustisi ex enit 07

+12%pt

increase in endorsement“HIGHPERFORMANCE”

+15%Purchase intent%point increase

2200Clicks to buy

+13%pt

increase in endorsement“WELLDESIGNED”

Uplift inawareness

of Dell Poweredgefor those

exposed toAd campaign.

41%

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