Dell ramps up its creative creds in a bid to appeal to young consumers
The laptop maker is targeting India’s students with a back-to-school campaign with a difference, going beyond the classroom to showcase how its products foster creativity and productivity.
As the academic session starts and young consumers and their parents start evaluating the available choices among laptops, brands across the category are ramping up their activity.
Dell Technologies, one of the leading PC and laptop brands in the country, has taken a refreshing approach to the typical back-to-school campaign by showcasing how its products help foster learning and education beyond the textbook.
Mayuri Saikia, director of consumer marketing for India at Dell Technologies, tells The Drum: “Students today are more fearless and eager in their pursuit of knowledge, seeking information from a variety of sources and utilizing new tools and technologies to enhance their learning experiences – and then they are ready to leave their mark on the society by deploying their skills with a purpose.”
The campaign is based on the insight that “today’s students are not confined to traditional textbook learning and are interested in pursuing skill and action-based education,” she adds.
The campaign, which is part of the brand’s #PC4Education initiative, aims to demonstrate how Dell can play a role in that journey by creating devices that foster creativity and enhance productivity.
Dell’s storytelling around the school season
The latest campaign, which was conceptualized and developed by VMLY&R, comprises two brand films (‘Dance Moves’ and ‘Cricket Gloves’) that showcase the stories of two young people who use their Dell computers to make society a better place.
The aim is to inspire purpose-driven learning where students are encouraged to use their learnings for an action-based outcome to leave a mark on society.
The first film (above) is the story of a student using her laptop to mix music and create a playlist, which she then plays in an elderly care facility to encourage seniors to dance and spread joy.
The second film is the story of an empathetic boy who, during a video call with his mother, learns how to sew his old cricket gloves and then gives them to a young kid in a children's home so that he can pursue his sporting passion.
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Reflecting the modern education environment
In the post-pandemic world, the need for education products that can support collaborations and enable remote learning is greater than ever and therefore these are among the key product features promoted in this campaign.
To support this, Dell is also partnering with 88 schools in seven cities, as well as popular radio FM channel Radio Mirchi and the Smile Foundation to create a series called ’Doing Good’. The series will share the stories of students who are making a difference in areas such as helping senior citizens, the underprivileged, climate change, waste reduction and recycling.
The initiative will also include donation drives and Digi camps at Dell exclusive stories to spread the word and train students on how to use technology to expand the reach of their work, shares Saikia.
“The ’Doing Good’ series reinforces Dell’s belief in utilizing technology for progress, economic growth and ensuring that technology remains a force for good.”