This is the tale of a PC brand struggling to stand out in a sea of sameness. The opposite of love isn't hate, it's indifference; that's what we were up against. Dell was a brand that lacked an emotional connection with parents - an audience we had all the credibility in the world to bond with. Trouble was, they didn't know what we stood for; we needed to find a compelling way to evoke emotion and build a meaningful relationship, and in turn, favorability for the brand.

Launch the campaign
Published
March 2013
Topics

The Story

This is the tale of a PC brand struggling to stand out in a sea of sameness. The opposite of love isn't hate, it's indifference; that's what we were up against. Dell was a brand that lacked an emotional connection with parents - an audience we had all the credibility in the world to bond with. Trouble was, they didn't know what we stood for; we needed to find a compelling way to evoke emotion and build a meaningful relationship, and in turn, favorability for the brand.

Our strategy: leverage Dell’s ongoing commitment to education and celebrate moments when learning becomes real. This story-driven campaign, directed at parents but told from the point of view of children and the way they see the world, came to life around the globe in all media channels. Technology is the heart and soul of our little tale of the Girl Who Could Fly. Annie is inspired by technology and empowered by technology. It’s the tool that brought learning to life and let her soar.

The Technology

The Results

Ultimately the campaign drove double-digit growth in PC units sold and improved perceptions of the Dell brand. Not only did we move brand metrics from ‘meh’ to ‘yeah!’, we also increased sales of hero units sold in every market where we aired the TVC. Proving that love can buy money (but not necessarily the other way around), the story of Annie had a full arc: an underdog to root for, a non-believer to prove wrong and what parent doesn’t hope to see their child soar? On top of that, the cinematic quality of the film made the spot feel more like a piece of art rather than a TV ad.

1.6M

global youtube views

Launch Date July 20, 2012