2014 Common Wealth Games Campaign

The campaign was centered around utilizing the sponsorship of the Glasgow 2014 Commonwealth Games as a platform to invigorate an emotional connection with business decision makers, while also raising awareness that Dell doesn't just make computers, but rather situate it as developed IT enterprise that offers end-to-end technology solutions. The Campaign design approach: The visual strategy my team and I had in place was to use photographs of various athletes "reticent of their personal testimonials to demonstrate Dell is making an impact in far-reaching and exciting ways." We sought to tell a visual story by framing the subjects/athletes with the container for copy in a manner reflective of a thought bubble and illustrate a testimonial-like tie to what Dell can do. Our client, CMO Karen Morton wanted the sponsorship to "support sports and business people at a grass roots level and to shift awareness and perception of the brand. The challenge was that Dell had been in the UK for 25 years and was so well known and had such high brand awareness for being about selling laptops and desktops. Dell had then evolved to become an end to end solutions provider and show in the campaign how Dell is "powering" the games with the new solutions. "The campaign builds on the brand’s wider “Power to Do More” marketing platform and features a video series of real-life stories about athlete ambassadors such as Scottish 800m runner Lynsey Sharp and Glasgow 2014 staff such as its CIO Brian Nourse and athletes’ village accommodation manager Caroline Rogers who have used Dell products to prepare for the Games." In addition to being part of the Dell Blue team's collaborative strategy and concept development, my involvement was the creation of the OOH placements in the Glasgow Airport, creating Print ads, VOD ads, Digital Display content etc. and contributing to photo selection from the photoshoot