A marketer’s job in today’s omnichannel environment is to make the consumer feel something.
A tough ask in most categories, but especially so in technology. When the new news is about being data ready for the future, it’s almost a given that the marketing effort will lead with data. But data isn’t really a thing that evokes emotion in the average human (tech nerds aside).
But this past weekend, Dell delivered two new power-packed campaign spots in the Beat Again effort, masterfully telling us stories: the “night before” a heart transplant for a pre-teen girl, and the “welcome back” as she returns to school healthy after her heart transplant.
The key elements in the story show emotional engagements between heart surgeon and his child, between mother and father of the heart patient, and between mother and daughter. The data displays are not always central to the storyline, but helpful and in the case of the sushi menu, even entertaining. Edited many ways so the frequency of spots over five days of the WGC golf event didn’t get annoying, the whole package left me feeling hopeful, inspired and in awe of what future data can do for a patient, a family, a surgeon and a community of classmates. Real People. Real Emotions.
To weave a story that connects the emotions of hope, inspiration and awe to the Dell brand all in one weekend is something Dell marketers and its agency partners Young & Rubicam should be damn proud of.