‘Move your business forward’ for Dell Computers by AdPeople, Copenhagen

Summary: Move your Business Forward

Most people think all laptops are the same. So how do you make yet another new range of laptops stand out and grab the attention of a very busy business audience?

The small business segment is one of Dell’s key strategic areas in Denmark. Knowing that this segment is very price sensitive, Dell wanted to raise awareness its new Vostro product line in a dramatic new way. To target small business owners, we covered business class carriages on over 50 trains nationwide with a series of strategically placed ads. Each ad dramatised a unique business benefit of the new Vostro laptops – both in terms of where it was placed and what it said.

This is a campaign that stands out in its category because of the perfect interplay between the message and media; its innovative media placements; and the results. This was briefed as a pure awareness campaign, but sales also increased by 6-10 per cent in units per week for the duration of the campaign.  This campaign was also a media first. We were the first official advertisers on Denmark’s intercity train line (DSB trains) and we created ad spaces that had not been considered before.