DELL Germany: Revenge of the IT nerds - DELL take IT easy

This case study demonstrates how Dell, an American multinational computer technology company, used audience insight and humour to make it part of the IT conversation and become a real contender when IT decision makers in German companies considered a new hardware purchase.

DELL Germany: Revenge of the IT nerds - DELL take IT easy

Norman Wagner, Matthias Höppner, Philipp Dommers, Georgios Engels et al

Campaign details

Brand: DELL GermanyBrand owner: DELL GmbHLead agency: MediaCom Beyond Advertising, MediaCom Agentur für Media-Beratung GmbH Contributing agencies: NetPress GmbH & Co, Hogarth Worldwide Ltd.Country: GermanyIndustry: Information technology, high-techChannels used: Content marketing, Games & competitions, Internet - display, Mobile & apps, Online video, Outdoor, out-of-home, Print - general, unspecified, Public relations, Social mediaMedia budget: 500k - 1 million

Executive Summary

The challenge was...

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