Dell to launch global consumer campaign
Dell will launch the “You can tell it's Dell” global consumer marketing campaign on October 25. The effort is a multimillion-dollar initiative that uses direct mail, e-mail marketing, CRM and social media, as well as TV, print and online ads.
The PC-maker worked with WPP Group agencies Wunderman, Schematic and Young & Rubicam, as well as outside shop Mother.
Dell is rolling out the effort worldwide, with an emphasis on the US, Japan, China, Australia, India, the UK, France, Germany, Brazil and Canada.
Dell will introduce products this holiday season that demonstrate the company's inclusion of customer feedback in its products. Its goal is to offer personalized products for its segmented customer bases. These include families with children, Generation Y, affluent professionals and gamers.
“We want to bring to life practical, innovative solutions,” said Paul-Henri Ferrand, CMO of global consumer and SMB at Dell.
Ed Boyd, VP of the experience design group at Dell, said the company will allow consumers to design aspects of the PCs. For instance, Boyd said internal research found consumers are using their PCs to watch TV more often.
“We are addressing specific needs,” he said.