Dell: Take it easy – win the hearts of the IT administrators to win the contracts from the IT decision-makers

This case study details how Dell, the computer manufacturer, needed to improve brand consideration among Germany's IT decision makers, overcoming prejudice that Dell only sold value laptops.

Dell: Take it easy – win the hearts of the IT administrators to win the contracts from the IT decision-makers

The Brief

We needed to get Dell's corporate IT solutions on the consideration list for Germany's IT Decision Makers, with specific objective of obtaining 12,000 leads with this hard-to-convince B2B audience. However, to do so, we needed to overcome long-held prejudices that Dell was just a bunch of Americans who sold value laptops.

Our Idea

Insights -Dell wasn't trusted in Germany. It needed to form a better, special relationship with it decision makers

For many consumers, Dell is simply...

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