market challenge dell

audience
small and medium
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ir lose sight of their
needs. For small
dabout simplicity and
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usiness grow.
dell
7
Industry leader in computing technology
driven by customer needs
Dell exists to deliver effective, end-to-end
computing solutions that meet the needs of
their diverse customer base. The business
has been strategically aligned to address
the unique needs of large enterprises, public
institutions, small and medium businesses,
and individual end users.
market challenge
Raise global awareness among small and medium businesses
With a declining technology market in effect due
to global economic factors, Dell approached
AdPeople and its partners with the strategic
task of raising Dell’s global profile as a trusted technology advisor for small and medium
businesses. Dell’s desire was to expand its
value proposition and business approach to be
more customer-centric and less about price and
promotions. To do so, Dell wanted to create a
brand campaign that specifically appealed to
business owners’ aspirational values while at the
same time integrating relevant, tailored product
messages that communicated how Dell could
help them enable business growth – not just
provide cost-efficient PCs.
7
adpeople solution
Showcase small business owners
who have achieved global success
AdPeople responded with the ‘Take Your Own
Path’ campaign – a series of inspirational films
based on the stories of 42 “heroes” from around
the world who’ve trodden the path from small
business to global success. The overarching
theme was that it took an extraordinary person
to launch, operate and succeed in a business.
WIr WäHLEN uNSErEN EIGENEN WEG.
WIr WäHLEN DELL.
Mit 14 entdeckte Fabian Hansmann die Steganographie, also die Kunst,
With their entrepreneurial spirit and the help of
Dell technology, these dedicated heroes were
able to do just that – and fulfill their lifelong
dreams and aspirations. The campaign
deployed a full media mix publicized through
digital, mobile, offline and outdoor channels.
icH WäHle meinen eigenen Weg.
icH WäHle Dell.
Nachrichten in Daten zu verbergen. Mit 19 gründete er Steganos, ein führendes
Als deutsche Sportler in den 80er Jahren international ins Rampenlicht traten,
Unternehmen für Verschlüsselungssoftware. Mittlerweile hat Fabian Hansmann
erkannte Heinz Abel sofort das enorme Sponsoring-Potenzial. Er verbannte
die Geschäftsführung des Unternehmens Katja Pryss anvertraut. Sie verlässt sich
die Tischtennisplatte aus seinem Keller und gründete IFM. Dank sicherer
ganz auf Server- und Speicherlösungen von Dell mit Intel® Technologie, die
Intel® Technologie, ist IFM heute in der Lage, unzählige Sportveranstaltungen aus
Kundenerwartungen in punkto Sicherheit und Stabilität zu erfüllen.
UK households. That’s a lot of data to keep track of, so Juliet relies
on Dell data management and storage solutions powered by Intel
technology. If you also have bold ambitions, choose data solutions
that grow with your business from Dell.
What’s your path?
aller Welt schnell und präzise aufzuzeichnen und auszuwerten.
WäHLEN SIE IHrEN EIGENEN WEG zu
SmArtEr DAtENSIcHEruNG mIt DELL.
WWW.WAEHLEDEINENWEG.DE
I CHOOSE TO
TAKE MY OWN PATH.
I CHOOSE DELL.
You need a daring vision to start a successful business and Juliet
Davenport had one – to help beat climate change. She set up Good
Energy and now supplies clean, renewable energy to over 25,000
And whether Richard’s team are sourcing fruit from Guatemala, Java or
Bali, they can always stay in touch thanks to Dell mobility solutions
powered by Intel processing technology. Your business can run just as
smoothly with technology solutions from Dell.
Datenverwaltungslösungen von Dell, darunter Server und Speichersysteme mit
alle wichtigen Unternehmensprozesse schützen und dazu beitragen,
I CHOOSE TO
TAKE MY OWN PATH.
I CHOOSE DELL.
In the summer of 1998, Richard Reed and two friends set up a market
stall. Next to it a sign asked ‘Should we give up our jobs to make these
smoothies?’ Today, Innocent owns 80% of the UK smoothie market share.
WäHlen Sie iHren eigenen Weg zu
cleverem DAten mAnAgement mit Dell.
WWW.WAeHleDeinenWeg.De
What’s your path?
TAKE YOUR OWN PATH
TAKE YOUR OWN PATH
VISIT TAKEYOUROWNPATH.CO.UK
VISIT TAKEYOUROWNPATH.CO.UK
Fabian Hansmann
und Katja Pryss
Mitbegründer und
Geschäftsführerin
von Steganos, einem der
führenden Anbieter
von Sicherheitssoftware
in Deutschland
Heinz Abel
Gründer und Geschäftsführer von
IFM, einem der weltweit führenden
Beratungsunternehmen für SportMarketing.
Richard Reed
Co-Founder of Innocent,
UK’s leading smoothie
company.
Celeron, Celeron Inside, Centrino,
Centrino Inside, Core Inside,
Intel, Intel Logo, Intel Atom,
Intel Atom Inside, Intel Core,
Intel Inside, Intel Inside
Logo, Intel Viiv, Intel vPro,
Itanium, Itanium Inside,
Pentium, Pentium Inside,
Viiv Inside, vPro Inside,
Xeon, und Xeon Inside
sind Marken der
Intel Corporation
in den USA
und anderen
Ländern.
Juliet Davenport
CEO and Founder of Good Energy,
independent supplier of 100%
renewable energy.
Celeron, Celeron Inside, Centrino,
Centrino Inside, Core Inside, Intel,
Intel Logo, Intel Atom, Intel Atom
Inside, Intel Core, Intel Inside, Intel
Inside Logo, Intel Viiv, Intel vPro,
Itanium, Itanium Inside, Pentium,
Pentium Inside, Viiv Inside, vPro
Inside, Xeon, und Xeon Inside sind
Marken der Intel Corporation in
den USA und anderen Ländern.
JE CHOISIS
MA PROPRE VOIE
JE CHOISIS DELL
JE CHOISIS
MA PROPRE VOIE
JE CHOISIS DELL
I CHOOSE TO
TAKE MY OWN PATH.
I CHOOSE DELL.
After selling his own speciality bread company, Martin Port was
hungry for a new challenge. So he started Masternaut, a fleet tracking
company, and grew it into the most successful business of its kind in
Europe. To keep track of his rapidly growing business, he relies on Dell
Il ne manquait qu’une chose à la carrière audiovisuelle de Marc déjà très riche :
La France dépendait tellement du nucléaire que peu de personnes imaginaient
voir briller de bonheur les yeux des enfants. Il a donc créé le Studio d’Animation
une autre source d’énergie capable de se faire une place. Sébastien a saisi
mobility, data management and server solutions powered by Intel
technology. You can also enjoy a clear view over your business with a
total technology solution from Dell..
Xilam. Aujourd’hui, ses dessins animés sont vus par des millions d’enfants dans
l’opportunité et contribue depuis 3 ans à bâtir un nouveau secteur d’activité.
le monde entier. Ses personnages hauts en couleur prennent vie sur un Dell™
Aujourd’hui, son entreprise figure parmi les plus grands spécialistes d’énergie
What’s your path?
What’s your path?
Precision™ doté de Windows Vista® Professionnel. Maintenant il peut faire
solaire. Il a choisi un Dell™ Latitude™ doté de Windows Vista® Professionnel
I CHOOSE TO
TAKE MY OWN PATH.
I CHOOSE DELL.
Mark Gerhardt gave up his job as the Lottery’s online security expert
for another 24/7 challenge: running Jagex, the company behind the
most successful online game in history. With over 10 million players,
a single moment’s downtime isn’t an option. That’s why Mark
(and avatars around the world) rely on Dell server solutions with Intel
processing technology. You too can eliminate costly downtime with
business continuity solutions from Dell.
partager ses émotions et ses fous rires à toute une nouvelle génération de fans.
afin de travailler sans gaspiller d’énergie. Pour lui, se soucier de l’environnement
n’est pas qu’un business, mais d’abord un véritable mode de vie !
Et vous, quelle voie suivez-vous ?
SUIVEZVOTREVOIE.FR
Et vous, quelle voie suivez-vous ?
TAKE YOUR OWN PATH
TAKE YOUR OWN PATH
VISIT TAKEYOUROWNPATH.CO.UK
VISIT TAKEYOUROWNPATH.CO.UK
SUIVEZVOTREVOIE.FR
Sebastien Leopold
Fondateur et Président de Sunnco,
l’une des plus grandes sociétés
d’ingénierie solaire photovoltaïque.
Son entreprise est passée de 10 à
250 employés en 3 ans.
Mark Gerardt
CEO of Jagex, developer
of the world’s largest
online game, RuneScape.
Marc du Pontavice
Fondateur et PDG de Xilam, numéro
1 des studios d’animation français.
120 employés.
Martin Port
Managing Director and
Founder of Masternaut 3X,
Europe’s leading vehicle
tracking company.
Dell SA, 1 rond- point Benjamin Franklin 34938 Montpellier
Cedex 9, Capital 1 676 939 Euro, 351 528 229 RCS Montpellier.
Windows, Windows Vista et le logo Windows Vista sont des
marques déposées ou enregistrées de Microsoft Corporation ou de
ses filiales, aux Etats Unis et/ou dans d’autres pays.
Dell SA, 1 rond- point Benjamin Franklin 34938 Montpellier
Cedex 9, Capital 1 676 939 Euro, 351 528 229 RCS Montpellier.
Windows, Windows Vista et le logo Windows Vista sont des
marques déposées ou enregistrées de Microsoft Corporation ou de
ses filiales, aux Etats Unis et/ou dans d’autres pays.
results
A global outreach that placed Dell at the forefront
of consideration
During the campaign’s tenure, Dell increased its
top-of-mind awareness, overtaking competitor
HP to become the most mentioned computer
technology brand among small and medium
businesses globally. In less than 5 months,
4.4 billion impressions were delivered across
less than
5
months
9 global markets. Furthermore, Dell received a
0.26% click-through rate, more than double the
industry average, and drove over 3.8 million visits to the campaign site. In all, 34% of all visitors
made their way to Dell.com to further explore
products, services and solutions.
4.4b
impressions
delivered
across
9
global
markets