DELL SOFTWARE
Relaunching a Company to an Audience Who Doesn't Know You Exist
PROBLEM
Due to the large number of company acquisitions in a short period of time, corporate alignment was a challenge at Dell Software. The company was unable to properly launch its new division to existing customers and the broader IT community. As a result, 82% of IT professionals were unaware that Dell had a software division, and most existing Dell hardware customers were unaware of the software division.
SOLUTION
Extensive research was conducted to uncover key insights among the target market. It was uncovered that 97% of IT professionals trusted Dell for its hardware and would be interested in a software offering, but were unaware they had one. In addition, it was revealed that most IT professionals felt overworked, craved a better work-life balance, and sought to be understood and appreciated. This was the life force for the key insight of the campaign. IT professionals craved "more" out of life, as their job is one that requires them to be on-call 24 hours a day, as the security of the entire company rests in their hands. This allowed for the birth of the award-winning "Expect More" campaign, which was rolled out through a national print, outdoor, and digital campaign, along with software trial packages that were introduced to every Dell Hardware customer.
OUTCOMES
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The "Expect More" campaign won a Stevie Award for excellence.
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Achieved a 30%increase in unaided awareness for Dell Software among IT professionals.
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Delivered a 3:1 ROI on campaign investment.
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Provided Dell with a scalable GTM and sales playbook for future launches, transforming perceptions and driving adoption of the software division.
