Brand consistency, International Creativity, Localisation of a global idea
Dell is not known in Denmark for its products and services for small businesses. The objective was to change this perception and, in particular, raise awareness of a new product line, the Vostro 3000 series.
To target small business owners throughout Denmark, we developed the campaign, “Move your business forward”, using the interiors of business-class carriages on over 50 trains nationwide to showcase a series of strategically-placed ads.
The campaign had substantial impact on the business performance. An uplift of 6-10 per cent in units per week occurred throughout the entire campaign. A survey was conducted, and there was a very positive perception of the campaign and the product from SMBs throughout the country. The campaign was the runner up in the B2B Marketing Awards 2011 in the category of Best use of Creative.