We created content platforms designed to associate Dell with success. In partnership with a major business channel, Bloomberg UTV, we created a TV series that allowed our heroes to talk about their success.Interviewed by the channel’s editor-in-chief and veteran of media start-ups Govindraj Ethiraj, the six-part series investigated each entrepreneur’s business idea, their path to success and how smart IT solutions from Dell had helped them. The editorial environment delivered credibility for Dell.We took our message to the entrepreneurs of tomorrow, letting them meet their heroes. Thanks to Dell, business school students got to participate in workshops with our entrepreneurs.We culminated the campaign with a “Business Excellence Awards” encouraging future business leaders to enter a business plan. The prize was $25,000 and a day with Michael Dell.The campaign was promoted via leading business titles, DM, B2B portals and Bloomberg’s TV, print, OOH and online platforms.

Dell’s message made an immediate impact. In four weeks Top of Mind increased by eight points and usage of Dell products went up by 12%.More than 15,000 entered our awards competition - 15 times the expected participation levels; 10,000 visited our microsite.Awareness increased by 45% and consideration for Dell’s small business products has doubled.Sales increased by 10%, doubling market share in the SME sector.For the first time in seven years Dell is number 1 in the commercial & consumer business category, toppling HP.This campaign is now being rolled out in nine other markets.