Dell ‘Wide Open’ marketing campaign introduces services division

Dell rolled out a multimillion-dollar marketing campaign on June 14th to introduce the company’s new tech services division, following its purchase of Perot Systems last year. The “Wide Open” campaign will emphasize the combined companies’ approach to customized solutions for clients.

“Your possibilities. Now. Wide Open.” reads the campaign’s tagline. The campaign ad goes on to say, “Instead of coming in with a one-size-fits-all approach, we listen to what’s on your mind.”

“Service is what gives an extra dimension to brand,” said Atul Vohra, VP of marketing, Dell Services. “We have the whole corporation behind this.”

The b-to-b campaign targets large companies, as well as organizations in the public service sector – healthcare, education and government – that are looking for a variety of tech services, including cloud computing, technology consulting, IT management and business intelligence.

The marketing campaign includes e-mail, print, and online advertising, as well as PR and events, but is most heavily weighted toward online marketing, Vohra said. It also includes the dedicated site,, with calls to action to fill out a form to have Dell contact you by e-mail or phone, as well as thought leadership pieces.

The technology company is working with a variety of WPP agencies on the effort, including Young & Rubicam for all advertising, including online; Mediacom for media buying and planning, and Axicom and Public Strategies on PR.

Vohra, who was CMO of Perot Systems when Dell bought it, emphasized in a briefing with DMNews that integration between the two companies was going well. He noted the companies have a similar culture based on customer service. He also expressed optimism at the company’s expansion into services, an area where it will compete with the likes of IBM Corp. and Hewlett-Packard Co.

This campaign “will draw people’s attention to the spectrum” of new services that Dell is offering, he said.

Last quarter, services accounted for 13% of Dell’s revenues, compared to 10% in the year-ago period before it purchased Perot.

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