Move your business forward for Dell Computers SMB Division, Nordic Region, by Ad People

Summary

 This campaign stands out because of its harmonious interplay between the message and media. It was also a media first; the first official advertisers on Denmark’s intercity train line (DSB trains) and new ad spaces were created.

The results attest to the successful interplay between message and media. It was briefed as a pure awareness campaign, but sales also increased by 6-10 per cent in units per week.

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 Vostro 3000 series is designed specifically for small businesses and has a host of new features that benefit the business traveler: a clear screen, lightweight, a long battery life, a new design, and extra security.

To target small business owners in Denmark, we covered business-class carriages on over 50 trains nationwide with a series of strategically placed ads. We decided to draw attention to each new feature individually. Each ad dramatised one business benefit of the new Vostro laptops – both in terms of what it said and where it was placed.