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M&M Awards Winners

M&M Global Award: Business

This category is open to campaigns seeking to influence the opinion or purchasing behaviour of business decision makers.

Sponsored by:

Campaign: Dell: Turning IT from a cost into an investment

Entering Company: Mediacom International

Credits: RKCR/Y&R

Dell wanted to give IT managers the tools they needed to become leaders of corporate change. Through its range of IT services Dell targeted company directors to create an appetite for change via trusted touchpoints.

Dell provided the deeper level business materials that would actively help IT managers plan for technology change within their organisations, resulting in clear financial savings.

Through the campaign Dell gained exposure across the FT, Economist, Harvard Business Review and Huffington Post tech blog. Its initiative also extended to creating a social platform in partnership with IDG as well as producing a new Efficient Enterprise magazine which was distributed in airport business lounges across the world.

Following the campaign awareness levels increased by 10%, large enterprise sales grew by 27% and is now Dell’s biggest division, making it more important than consumer sales for the first time.

Judges comments:

The winner was rewarded for a campaign that showed a great leadership strategy.

Watch the campaign video: