Dell is focusing more on the human side of technology with its latest set of adverts. The “More You” campaign doesn’t talk about product specs but instead features different people talking about what they use their Dell for.
One spot shows Betty, a grandmother, explaining how she uses her Dell smartphone to keep in touch with her grandchildren. In another we see Sarah, a young girl with an Inspiron R and a crush on Justin Bieber. Their names are shown at the end where the Dell logo would usually be, giving it an extra personal touch. Dell’s chief marketing officer, Paul-Henri Ferrand, said:
We realized it was important to connect more emotionally with customers. Most competitors are neglecting the fact that technology is empowering people’s lives.