Dell campaign targets SMEs with ‘heroes’

Dell launches a UK campaign this week as part of a new global strategy to target small and medium businesses using local ‘heroes’.

The “Take Your Own Path” campaign will feature UK business entrepreneurs including Lonely Planet founder Tony Wheeler and Innocent Drinks co-founder Richard Reed.

Paul-Henri Ferrand, Dell VP of global marketing and strategy for small and medium business, says in recent times it has focused on transactional-focused marketing to create demand.

The first phase of the new campaign, created by Enfatico, will focus on driving “brand consideration”, followed by marketing Dell as the “brand of choice”.

Other UK brand ambassadors to appear in its advertising are Mark Gerhard, chief executive of independent games developer Jagex; Juliet Davenport CEO of Good Energy Group which develops the demand and supply of renewable energy across Europe; and Martin Port, MD of Masternaut, a provider of vehicle tracking and mobile resource management.

“We’ve selected Dell customers who are well known in the market for what they’ve achieved. These are real entrepreneurs who have achieved impossible things and are telling the world how Dell has helped them fulfil their dreams,” he says.

The technology company will launch press and outdoor ads as well as social media activity. It will drive customers onto a website to encourage them to share their own stories about how Dell products have helped them in their businesses.

The campaign has also rolled out in markets including the US, Japan, China, France, Canada and India.

It will run alongside existing transaction-focused marketing activity.

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