Dell is launching a new “More You” ad campaign this Friday with an emphasis on emotional connection through three of its consumer brands, the Inspiron for casual users, XPS for high-performance customers, and Alienware for gamers.
"We realized it was important to connect more emotionally with customers. Most competitors are neglecting the fact that technology is empowering people's lives," commented Paul-Henri Ferrand, Dell’s CMO for global and consumer/small medium businesses, to Dow Jones Newswires. "It will help people think, 'It's about me.'"
The ads, targeting Gen Y’ers, will use the real names of consumers (such as "Dean," right) in the same lettering used by Dell, showing how people use their technology - laptops, desktops, tablets and smartphones, in their daily lives.
Watch "Derek," above; VentureBeat reports that other ads include “Sarah” as an Inspiron owner with the tagline, “That’s me. Justin Bieber fan.”
Another of the ads (which PC Mag writes "range from the cute to the slightly creepy") features a girl saying, “It helps me keep my eye on my boyfriend even if he doesn’t know he’s my boyfriend," while "Maya," a gardening enthusiast, says, “it helps plant ideas in my head wherever I am.”
Dell is borrowing a page from the marketing playbooks of Apple, Starbucks and Coca-Cola, in the hopes of evolving to a lifestyle brand like them, where products and daily lives seamlessly mesh.
Dell’s campaign last November, “You can touch Dell,” boosted sales with the company turning a profit in consumer sales in fiscal fourth quarter ’10 that has continued through Dell's most recent quarter that ended April 29th.
A larger corporate branding initiative, The Power To Do More, launched last month, has helped the company which still trails behind HP and Apple in areas including quality, reputation and overall satisfaction, according to BrandIndex.
“We have found our value proposition. A year ago, consumers didn’t know what we stood for in consumer computing. Now our emphasis is on giving you seamless access to your digital life, service that is second to none, and value,” added Ferrand to VentureBeat.
“The humanity comes across well. That is what we are trying to do. It gives you insight into the lives of these people.”
Ferrand acknowledged that Dell has a tall order to compete with rivals, such as Apple. “But we can evolve toward being a lifestyle brand by empowering people’s passions,” he said. “A lot of our competitors talk about technology. We want to own the stage for talking about people.”