Dell Alienware: Are you game?

Dell's Alienware machines are among the most powerful gaming laptops available. The brand's challenge was to convince a niche target audience in India, who spent all its time gaming rather than consuming media, of the machines' value.

Dell Alienware: Are you game?

Anita Devraj Mookerjee, Deepa Sudhakaran and Siddharth Rai

Campaign details

Brand owner: Dell IndiaAgency: MediaCom IndiaBrand: Dell AlienwareCountry: IndiaChannels used: Branded content, Magazines - consumer

Executive summary

Dell's Alienware machines are among the best gaming systems available: the Dell M15x is the world's most powerful gaming laptop. The brand's challenge was to convince a niche target audience, who spent all its time gaming rather than consuming media, of the machines' value? Rather than buy into traditional media, this campaign created India's first magazine specifically for serious...

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