Gift of Time

The Dell Global team briefed us to develop a strong influencer-led creative campaign that would showcase the power of Dell’s AI to audiences across the UK, France, Germany and the US. We needed to showcase its ability to simplify everyday tasks and increase productivity, giving users more time to spend with friends and family.

We outlined the three key ingredients this campaign needed to resonate with our desired audiences:

Education = How does Dell’s AI work and how can it simplify tasks?

Demystification = AI can still scare people, so we wanted to dispel some of the myths and make it less daunting.

Localisation = This was a multi-market campaign, so whilst we had a centralised strategy and data, the creative needed to hit the right nuances for that culture and language.

The “Gift of Time” concept gave our creators a clear direction for their content. They should show themselves doing something they enjoy and want to make more time for, whether that’s spending time with family, taking a walk in nature, having a hobby, or doing a Gossip Girl-inspired morning coffee-run! The content showed how they’ve made time for this using Dell’s AI technology.

We then had a second phase of content which “Inspired” by showing the finish project. Finally, a third piece of content was much more conversion-focused. This was used in paid media to retarget audiences who had seen or engaged with the campaigns, as well as to broader relevant audiences.

We created a global playbook for the Dell team so that they could then take the campaign to India and Japan.

Through this global campaign, we generated 30 pieces of unique content, also tapping into important key cultural dates like Diwali, New Year and BFCM. We also increased paid media around these dates in the relevant markets when interest and engagement was higher.