VML partnered with Y&R on the Dell business in 2011, first working on traditional and standard digital assets. Since then, our partnership and scope has grown fast.
As global creative leads for Dell, VML takes charge of creative and strategy for all of the brand’s key markets. Our growing partnership with Dell has given us exposure to parts of the organization well outside marketing, and continues to give us the opportunity to drive their business with our evolving range of expertise.
Finding where brand and consumer stories meet.
As a champion of the entrepreneurial spirit, Dell, much like its customers, came from humble beginnings. With this in mind, VML leveraged its position as global creative lead to take a deeper look at the brand’s shared history with the businesses it supports.
Reframe Dell with new brand messaging that reassures current customers of their commitment to innovation and resonates with ITDMs, BDMs and consumers.
Showcase Dell clients with humble beginnings and highlight how Dell has enabled their growth. Stories were told in Times Square digital billboards, online display ads, a responsive brand site, as well as print and in-video print inserts in Forbes.
The campaign attracted both businesses and consumers, and became the strongest B2B campaign ever tested versus competitors. We increased traffic to Dell.com by 43 percent and were responsible for one-third of business leads while in market.