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Innovation

A multi-pronged campaign was launched in order to connect with the audience across platforms and drive core brand messaging. The PC was showcased as a handy companion whenever we want to flip from work to fun and vice versa in every piece of communication.

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Execution

1. TVC: Flip With Dell
The #FlipWithDell TVC brings to the forefront Dell’s aim to create innovative products that seamlessly fit into the lives of its consumers.
The TVC brought alive the ease with which the new range of Dell 2-in-1 allows consumers to flip between work mode and fun mode, without compromising on either. The story portrays a young entrepreneur who has to work on a new project while her husband waits for her to join in on the festivities. With the versatile Dell 2-in-1, she effortlessly flips between “office mode” and “Tyohar mode” and joins her husband in making laddoos.
The work-life duality of an entrepreneur is highlighted and equated to the dual flexibility that the PC offers. At Dell, technology is viewed as a tool that enables users to do more with their lives. This understanding of consumer needs reflects in the PCs that match user needs and serve as true companions.

2. New-age targeting methodology: Search Engine & Facebook Marketing
Apart from the TVC, Zapr technology was optimized, which enabled Dell to target viewers of specific TV channels, shows, and ads on their mobile devices.
Dell, being the first in the category to employ this technology, targeted potential customers by creating audience segments after applying various filters like geographical, demographical, purchase patterns and preferences, etc. which were obtained using audio beacons when the TVC played on their TV. After this process, this filtered audience was re-engaged on mobile in a relevant, personalized, and contextual manner whenever their TV played the TVC.
This ensured to push the core messaging not just on TV, but also onto the smartphone of the viewer, ensuring higher brand awareness through multi-screen exposure.

3. Print: Festive feels
The messaging of the TVC received a wider reach through a well-planned festive print plan. The print ads showcased the 2-in-1 as a device that lets the consumer switch from work mode to fun mode seamlessly and drove home the core brand messaging as well.

4. Radio: Festive optimisation
#FlipWithDell was aptly supported by radio, starting off with Onam, followed by Ganesh Chaturthi, Durga Puja, and ending beautifully with Diwali.
Dell’s TVC soundtrack was featured on 6000+ spots all over the country along with Saavn – India’s most popular online radio channel.

5. Cinema: Making the most of the movie experience
With highly marketed movies released during the festive period, the TVC leveraged the movie experience by diving into cinema marketing and displaying ads before the screening. Dell’s communication was aired at 283 screens, spread over 4 weeks, reaching out to 6.3 million people in the target group.

6. Retail: Immersive & exciting
Dell gave an immersive experience to all customers walking into stores PAN India. Dell added its own flavor of visual vibrancy to the Dell exclusive stores and MBOs with exciting merchandising and store design.

7. Social Media: Engagement
To project the Inspiron 5000 2-in-1 series, one of Dell’s premium products, to the premium audience as a device that lets the audience function smoothly at work and at home, Instagram was pivotal in driving the brand message.
The #FlipWithDell posts did just that, without forgetting the core objective of celebrating the festivals with the audience. By posting relatable pictures on Instagram during Diwali (obtained through a strategic product photoshoot of the 2-in-1 laptop) an overall reach of 4M+ and an engagement rate of 6.6% was received. In order to further boost brand engagement, a competition was launched on Facebook and Twitter. As part of this competition, the audience was asked to showcase their different ‘modes’ and how they are 2-in-1s by themselves - seamlessly shifting from work mode to festive mode, tying it all back to the messaging about the form factor of Dell’s 2-in-1 laptops.

8. Video: Digital-first approach
Dell did a digital-first launch of the TVC by sharing it on Facebook, Twitter, and YouTube that has garnered 5L+ views to date.

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Results

The tangible effects of the campaign were proved by order growth of 18% YoY, with Dell Exclusive Stores growth being +20% QoQ.

• - Onam and Diwali were extremely well leveraged with a total reach of 6.3M in the target group.
• - The Twitter contest maintained a healthy engagement rate of 2.8% by reaching out to 5L+ people and over 45k impressions.
• - The TVC’s soundtrack had 6000+ spots all over the country.
• - The product purchase pages received 4.4M unique visitors and 22K conversations.