In a world where technology often feels cold and impersonal, Dell Technologies partnered with VML to prove that tech can have a heart. Over the past few years, we’ve worked together to tell powerful stories that highlight the human outcomes of innovation—transforming Dell’s brand and reshaping how people perceive the role of technology in their lives. This is the story of how Dell, with VML’s help, found the heart in tech—and became one of the most trusted brands in the world.
Finding the Heart in Tech
The Dell Technologies Transformation Story: How VML helped Dell harness innovation to show the human side of technology
Client
- Dell Technologies
オフィス
- New York
We believe technology has the power to move humanity forward.
Michael Dell
CEO, Dell Technologies
Technology has long been met with mixed emotions. People question its safety, its trustworthiness, and whether it truly makes life better. In this climate of skepticism, Dell Technologies faced the challenge of reshaping perceptions—not just about their brand, but about technology as a whole. The goal was to demonstrate that technology, when used with purpose, has the power to make meaningful human connections and solve real-world problems.
Dell turned to VML to help craft and amplify this narrative, using creativity and storytelling to bring their purpose to life.
VML helped Dell Technologies embrace the human outcome of technology as its guiding principle. Together, we told compelling stories that showcased how Dell’s innovations improve lives, communities, and the planet. These initiatives were designed to connect emotionally with audiences while demonstrating the tangible impact of Dell’s technology.
Key initiatives included:
- Unseen Ballet: Helping the visually impaired experience ballet for the first time.
- I Will Always Be Me: Empowering people living with motor neuron disease (MND) to bank their voices.
- Solar Hubs: Providing students in rural communities with the technology to build their futures.
- Train AI: Ensuring safer train arrivals through advanced AI systems.
- Concept Luna: Designing sustainable PCs to reduce environmental impact.
- The Great Barrier Reef Project: Using technology to help preserve one of the world’s natural wonders.
- Recycling Made Easy: Offering free shipping labels to send old tech for recycling.
- The Giving Bot: Spreading holiday cheer by enabling charitable giving through technology.
These efforts were unified by Dell’s belief, articulated by Michael Dell: “We believe technology has the power to move humanity forward.” Through creative campaigns and innovative storytelling, VML helped Dell share these stories with the world
Through our partnership, Dell Technologies achieved remarkable business transformation and brand growth:
- +12 points in brand trust and reputation.
- +10 points in innovative and brand perception.
- +8.62% growth in brand relevance.
- #1 considered brand for laptops, servers, and storage.
By staying true to their purpose and focusing on the human side of technology, Dell—together with VML—built one of the most trusted brands in the world.
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