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.
