TAKE YOUR OWN PATH
| Client | DELL INDIA |
| Product | IT SOLUTIONS |
| Entrant | MEDIACOM Bangalore, INDIA |
| Type of Entry | Use of Media |
| Category | Best Use of Television/Cinema |
| Title | TAKE YOUR OWN PATH |
| Product/Service | IT SOLUTIONS |
| Entrant Company: | MEDIACOM Bangalore, INDIA |
| Media Agency: | MEDIACOM Bangalore, INDIA |
| Credits |
| Anita Mookerjee |
Mediacom |
General Manager |
| Prem Anand |
Mediacom |
Buying Group Head |
| Deepa Sudhakaran |
Mediacom |
Planning Group Head |
| Ankesh Bansal |
Mediacom |
Sr. Business Manager |
| Hareesh S. |
Mediacom |
Business Executive |
Results and Effectiveness:
15,000 written submissions in 4 weeks from entrepreneurs
More than 10,000 visits to the micro site takeyourownpath.com in 8 weeks
4 times leads generating compared to regular advertising
Won Silver at Promax Asia Awards in the ‘Best Brand Integration’ category
The media agency won the most coveted Dell Global Marketing Summit Award for excellence in Marketing
One of the six entries from India to be shortlisted for a Media Lion in the prestigious Cannes 2010
Dell’s market share in the SME segment doubled within a record 6 months tiime
Dell India becomes No.1 displacing HP in the notebook segment
Creative Execution:
The customized series was arranged in 3 stages:
Stage 1 – “Your story” a high profile 6 episode series featuring the facets of the top ambassadors of Dell during prime time
Stage 2 – “The Question” – Dell SMB awards which ran parallel to stage 1 where Dell ambassadors judged the best talent from each of the SME’s nominated entries. The winner got:
>USD 25,000 worth IT infrastructure
>A chance to spend a day with Mr. Michael Dell
Stage 3 – “Your story” finally was on young business thinkers got a chance to present their business ideas across 9 cities with 1 winner from each city
All 3 stages concluded with a grand finale, closing the communication loop.
Insights, Strategy and the Idea:
In the overall commercial market, which includes both large corporate and SMB, Dell ranked at #5.The overall aim was to raise awareness of Dell’s offerings and increase their equity ranking from # 5 to #2.
The SMB sector in India is booming. SMBs in India lack technical capacity to identify technological sources and evaluate alternate technologies that would suit their requirements. The idea was for Dell to connect with these SMEs as their technological consultant and partner with them for technological up-gradations by educating them on various technology options available.
In partnership with Bloomberg UTV Dell started one of its kind exclusive 3 stage series that was crafted meticulously to piece together the past experiences of business stalwarts, day to day insights of today’s path breakers, and the country’s young future forces each walking tall and strong on the power of their business ideas that set them apart.
