Dell debuts new thin laptop

Share this article:
Dell is taking on Apple with a new computer that is aimed at “style-minded people.” The Adamo, Latin for, “to fall in love,” is a PC competitor to Apple's MacBook Air, a lightweight laptop positioned by its design.

To promote the new product, Dell enlisted the help of British photographer Nadav Kander to shoot images of the computer as a fashion accessory. The images will be part of a print and online campaign that show the computer as a stylish new accessory. To build buzz around the photo shoot, Dell put up videos of the photo shoot on YouTube.

This campaign is the first US effort to promote Dell since Enfatico was created more than a year ago. Enfatico has been working to bring all of Dell's 850 agency relationships under one umbrella. Together they also worked on a campaign in India called, “I choose my own path, I choose Dell,” which both featured and targeted entrepreneurs and smalls businesses in India.
Share this article:
close

Next Article in Email Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Email Marketing

Movable Ink Joins Epsilon's Agile Email Movement

Movable Ink Joins Epsilon's Agile Email Movement

Epsilon takes a partner to peg the dynamic content delivered by Agility Harmony to live information.

To Send or Not to Send More Email: That Is the Question

To Send or Not to Send More Email: ...

"It's not a matter of 'one email a day is fine, but two emails a day is too much.'"

Forrester: Keep Your Eye on the Email

Forrester: Keep Your Eye on the Email

Merging email with other channels is all well and good, but a Forrester Wave analysis holds that the email channel itself could stand improvement.