MUMBAI: At Dell we create products with our customers in mind with the sole purpose of creating great user experiences. It’s our customers’ passions that inspires our technology, which are designed to help them unleash their potential and gives them the ‘Power to do More’. We believe that technology alone is not important, but what it enables our customers to do. It is this very thought that forms the basis or foundation of the “Achievement Campaign”.
The recently launched integrated, India marketing campaign that focuses on real customer experiences, highlighting how Dell enables customers to ‘achieve’ their personal & professional passions. The 3600 brand and marketing campaign features themes of ‘Personal Achievement’ and ‘Business Achievement’ to connect with consumers & enterprise customers respectively. The campaign is an extension of our strategy to strengthen brand leadership in both the consumer & enterprise space.
The Personal Achievement campaign featuring Dell Inspiron is about stories of inspiration, creativity and productivity and living out your passions. It is about how customers achieve more with our technology. Achievement in this context is not a measurable benchmark in that sense but a passionate pursuit of a personal goal, the eagerness to explore one’s capabilities and the desire to stay ahead. Our aim is to provide them with technology solutions that translate their passions into achievement. In all these stories of achievement, Dell Inspiron is an enabler partnering them in their pursuit.
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Inspiron is one of the key brands in Dell India’s consumer products portfolio and it is targeted primarily at the youth. Being one of the most dynamic consumer segments, the very nature of audience is diverse. Youth today have clarity of thought, intent and ambition. Their dreams are no longer merely monetary, and accomplishment is no longer defined only by professional success. Achievement for them increasingly means the realization of passion. And for this, they back themselves fearlessly.
The campaign is also supported by Print and Digital. The print campaign was launched last month and it showcases stories of achievement by profiling youth and their passions. The stories we chose to showcase were finalized keeping in mind the need for each story to be relatable. For the Print ads and on the digital front, we shared the stories of Priya’s passion for ‘Yoga’ and Aditya’s ‘Bike restoration’ journey, where driven by passion that is powered by their Dell Inspiron, they have realised their true calling.
Web videos were created and seeded on the platform of ‘Personal Achievement’ showcasing multiple stories of achievement on a special interactive microsite that was created to enable our followers to share their stories of passion. In addition to this, through contextual targeting the brand is reaching out to forums, bloggers and influencer groups amongst youth across social media.
Simultaneously we created and finalised the concept for the TVC which celebrates the youth of today, their “Can do” attitude and the determination to achieve their dreams. Youth, that is driven by their unconventional dreams born out of passion and inspiration and the desire to turn these dreams into reality. The film also showcases how Dell Inspiron is an enabler for this, through the different features of the Inspiron like the Touchscreen, HD webcam, etc.
Click here for an exclusive preview of the new TVC by Dell.
The Dell TVC highlighting personal achievements and triumphs has been conceptualised and developed by the Dell India team, working with Grey Worldwide.
The vibrant mix of stories and individuals along with the magic of the visual landscape created by Koushik Sarkar (Director) and Carlos Catalan (DOP), weaves the multiple stories into one saga of dreams and energies.
The film, strung to Amitabh Bhattacharya’s lyrics and Mikey McCleary’s music not only grows on you but also turns this TVC into an anthem of achievement.
The TVC itself aims to tell a story… about how the youth of today have dreams bigger than a canvas can hold. They know no boundaries; have no fears and dream big. The TVC captures this spirit of conquering the world and making the world their stage.
With the theme “I can do kuchh bhi”, the campaign sets out to celebrate triumphant journeys of the creative, motivated, free spirited youth, who are confident of achieving anything with the guiding hand of technology.
Visually, the TVC traverses between stories of inspired individuals who have taken the path of realizing their dreams and how they are making the most of Dell’s people-inspired-technology to achieve those goals.
It depicts a world where passions are met without restrictions. From youngsters transforming a neighbourhood using their paint brush, to a girl honing her boxing skills, to a rock band nervously preparing for their first gig, the commercial depicts how people from varied backgrounds and interests are using the Dell Inspiron Notebooks as their partner in pursuit of their passion.
The commercial will be released on April 26th on all leading Entertainment channels.
The TVC will first be previewed to customers on the Dell India Facebook and Twitter pages on April 25th and also be supported by a Twitter contest @Dell_IN.
While the AchievewithDell micro-site is for users to share stories on how they have used technology to achieve their dreams, the Twitter contest will invite users to share tweets which tell the story of their inspirations (be it people or things) who embody the spirit of #icanDOkuchbhi and their achievements. The winner will receive a Dell Inspiron laptop.
Quotes:
Hari Krishnan, Vice President – South, GREY says: This new campaign is based on stories of ‘Personal Achievement’. However, ‘Achievement’ in this context is not a measurable benchmark in that sense but a passionate pursuit of a personal goal. The youth are driven by various passions from social activism to music other mainstream or offbeat pursuits. Dell Inspiron is an enabler in all these stories of achievement, partnering them in their pursuit.
Ram Jayaraman, Group Creative Director, GREY says: “Today, passion is power. The youth believe they’re invincible, but there’s a charming innocence in the way they wear this belief. Hopefully our film – with its lovely track – speaks not only of them, but for them too.”
Ritu Gupta, Director, Marketing, Dell India says: “Inspiring customers by providing them with technology that gives them “the power to do more” has always been one of Dell’s biggest goals. Building an emotional connection between our customers and technology is integral to Dell’s branding strategy. It’s our customers’ passions that inspire our technology and their stories of success through our technology are our own achievement stories. Our new ‘Personal Achievement’ campaign emphasizes our belief that technology can help anyone realize their dreams and the new TV commercial is a reflection of this belief.”
Creative Team details:
Company: Dell India
Dell Team:
? Ravi Bharadwaj, Executive Director, Marketing, Dell India
? P. Krishnakumar, Executive Director & GM, Consumer and Small Business, Dell India
? Ritu Gupta, Director, Marketing, Consumer and Small Business, Dell India
? Razia Ali, Marcom, Consumer and Small Business, Dell India
? Hariprasad Shetty, Marcom, Consumer and Small Business, Dell India
Agency: GREY
Agency Team:
? Vice President & Business Head: Hari Krishnan
? Creative: Ram Jayraman, Sham Ramachandran, George Sebastian.
? Account Management: Amarendra Singh; Kevin Thomas
? Account Planning: Dheeraj Sinha; Neha Bansal
Production House: Apostrophe Films
Director: Kaushik Sarkar
Producer: Hamesh
Music: Mikey McCleary
