Aim of the campaign CTRL – ALT – DELL was to attract people interested in working in the IT sector to work at DELL. The bearing idea of the campaign is the slightly modified keyboard shortcut CTRL – ALT – DEL, which stands for the beginning and the end at the same time – restart.

In the modified form CTRL – ALT – DELL means the end of current working position or student life and the beginning of a new career in DELL.

Oversized keys together with the message „Restart your career“ were placed in front of IBM office – the main competitor of Dell - and near to the students´ campuses.

Different and outstanding creative approach supported with non-standard media solution supported the extremely high response rate from directly addressed people.