Dell Technologies: Dell youniverse creators

Dell Technologies, a computer company, generated views, reach, and impressions in India by connecting with young metropolitan people with their brand.

Campaign details

Brand: Dell TechnologiesAgency: Mediacom Communications Pvt. Ltd.Region: APAC

Strategy

Objective

Dell's Young Metropolitan audience segment was not aware of a premium product category made by the brand called the XPS series. Lack of awareness about the product led to the audience missing out on being able to form any connection with the brand's premium offering.

The XPS product line features some of the most highly reviewed, premium laptops in the market, however, when choosing a PC brand, 61% of the consumer's decision is based on emotional, personality and social ID factors, which XPS...

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